I want to improve my name and address quality...
1) Situation...
Our database contains a mixture of very poor quality consumer and business names and addresses. Many have conflicting elements such as Postcode not matching the town, some have been entered in haste and are badly abbreviated, others are incomplete. Some names have conflicting genders and often a single field can contain a mix of title, first name, last name, department and company name! We estimate that of the 100,000 name and address records in our database, 30% are from the UK, 5% Ireland, 40% from across Europe, 10% Scandinavia, 10% USA and 5% across the rest of the world.
The poor name and
address quality is hurting us in a number of ways including:
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Poor quality name formatting, conflicting gender titles and incomplete or incorrect addressing are presenting our image badly - indicating poor attention to detail when our invoices and mailings are presented to our customers. A less than ideal image can only harm customer perception and loyalty
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We constantly end up with duplicate records being entered in our sales lead databases as the address quality is to poor to match upon
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The number of returns from our mailings is increasing due to poor address quality - mainly arising from variations of address styling depending on whether the person capturing the information had local knowledge of the written and spoken language
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When we try mailing to external lists and wish to suppress our customer base against these new lists - each with varying address quality, we often end up mailing existing customers with inappropriate offers
