Mark Hollyhead 4 th May 2005 Maintain your data, retain your customers
Dec 22, 2015
Agenda
Why maintain customer data
Typical challenges
QAS & the customer data journey
Cleaning and maintaining data
Case study
Summary & questions
Maintaining customer data
Supply product or service
Maintain & improve efficiency
Generate future sales
Support brand & meet legislation
Support decision making
Data quality: boardroom concern
87% of organisations use data to make decisions
Ideal and reality gap of data accuracyEffective data management should be de facto QAS solutions: realising the full potential of your data
Source: NOP World research and Royal Mail
The importance of data
Over 80% of organisations say inaccurate data costs them money
Inaccurate data costs every time it is used
Accurate data decays if not maintained
An effective data management strategy
= best practice
= sound commercial sense
Source: NOP World research and Royal Mail
Data changes every second
Every day:
18,000 people move house 1,900 people die 1,300 people register with the TPS 650 people register with the MPS
Database quality degrades by average 14% per annum
Problems with missing data
Contact data inaccurate
Customer profiling information incomplete
Makes segmentation difficult
Inability to make targeting decisions
Effective customer communication difficult
Which means
No ‘single customer view’ (Revenue)
Inefficient business processes (Cost)
Missed sales opportunities (Revenue)
Reduced customer experience (Revenue)
Informed management decisions (Profit)
2nd pillar of address management
1st Pillar - Customer data collection Fast & accurate collection of name and address data through ALL channels into the organisation
2nd Pillar - Clean and maintainCorrect, complete, update and standardise name and address information across your business
2nd Pillar - Suppress & enhanceIdentify those who can’t or don’t want contact, profile to concentrate on those who will be responsive
QuickAddress Batch
Cleaning and correcting business and residential contact recordsComparing your data to Royal Mail/UK electrol role/Experian Business Universe, and; Australia, Belgium, Canada, Denmark, Finland, France, Germany, Ireland, Luxembourg, Netherlands, New Zealand, Norway, Singapore, Spain, Sweden and USA
Keep records correct over time
Data suppression
Intact from QAS
Matching your data against Goneaway, mortality, Preference services,
Match & enhance residential telephone numbers, dedupe on individuals
Enhance with demographics, financial information etc.
Enhancing data
Over 50 data sets availableIdentify profitable customers and prospects Improve efficiency and savingsAssist with location planning Make better informed business decisions
Become more profitable
Service and support
Practical solutions not productsQAS data management knowledgePressure on project timescalesAnalysis of resultsTraining & evaluation
Ensuring successful low risk solution
ROI
100K manifesto’s costing £2.50 eachQuickAddress Batch corrects 30K records increasing address accuracy from 65-95% Intact from QAS highlights movers & goneaway 14% records
Bottom line saving on postage alone;Batch = 30K records x £2.50 = £75,000 SAVEDIntact = 14K records x £2.50 = £35,000 SAVED
In summary
Data changes every day
Costs associated are often hidden
1st & 2nd Pillars of address Management
QAS complete range of Products & Services
92% customers choose to keep ‘Keeping it right over time’