Mark Hollyhead 4 th May 2005 Maintain your data, retain your customers

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 accuracy Effective 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)

Clean and maintain Applications/Databases

2nd pillar of address management 1 st Pillar - Customer data collection Fast & accurate collection of name and address data through ALL channels into the organisation 2 nd Pillar - Clean and maintain Correct, complete, update and standardise name and address information across your business 2 nd Pillar - Suppress & enhance Identify those who can’t or don’t want contact, profile to concentrate on those who will be responsive

Clean and maintain 69% of all direct mailings have one or more errors

QuickAddress Batch Cleaning and correcting business and residential contact records Comparing 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

Reporting to support decisions

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 available Identify profitable customers and prospects Improve efficiency and savings Assist with location planning Make better informed business decisions Become more profitable

Service and support Practical solutions not products QAS data management knowledge Pressure on project timescales Analysis of results Training & evaluation Ensuring successful low risk solution

Customer Data Use and enhance Letter Phone Document Scanning Web In Person

A topical example VOTE for the THEORETICAL Party

ROI 100K manifesto’s costing £2.50 each QuickAddress 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 SAVED Intact = 14K records x £2.50 = £35,000 SAVED

In summary Data changes every day Costs associated are often hidden 1st & 2 nd Pillars of address Management QAS complete range of Products & Services 92% customers choose to keep ‘Keeping it right over time’

Don’t just take our word for it …good data from the start carries on through the lifecycle of the relationship. With lots of information going to and fro, QuickAddress helps us avoid the negative impact of data down the line. Chris Webb, Red Letter Days Business Systems Director