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Data Errors and The Damage Done Why mistakes in name and address data upset customers and how to stop doing it.

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Data Errors and The Damage Done Why mistakes in name and address data upset customers and how to stop doing it. Jon Paterson – Sales Manager, Global Solutions & Alliances, Capscan Ltd . Agenda. Importance of Data: e-Commerce Channel. Name and Address Data Errors.

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slide1

Data Errors and The Damage DoneWhy mistakes in name and address data upset customers and how to stop doing it.

Jon Paterson – Sales Manager,

Global Solutions & Alliances, Capscan Ltd

agenda
Agenda
  • Importance of Data: e-Commerce Channel.
  • Name and Address Data Errors.
  • Why do these errors upset customers?
  • Damage to your organisation.
  • How can these issues be prevented?
  • Case Study – Virgin Wines.
  • Top Tips.
  • Summary.

Capscan Limited

Grand Union House, 20 Kentish Town Road, London NW1 9BB United Kingdom

Registered in England No. 01183941 VAT No. GB 544 5844 25

importance of data e commerce channel
Importance of Data: e-Commerce Channel
  • Highly Competitive / Rapidly Growing Marketplace
  • Online sales are expected to double and account for 20% of all retail sales by 2010.
  • This year, an estimated 860 million parcels will be shipped to the UK’s 26mn customers.
  • International sales could be the next growth area, with global internet shopping worth more than £250bn this year.
  • UK online sales will double by 2010, its international e-retail trade is expected to increase by 1,000% in the same period.
  • Source: IT Week/IMRG 2007

Capscan Limited

Grand Union House, 20 Kentish Town Road, London NW1 9BB United Kingdom

Registered in England No. 01183941 VAT No. GB 544 5844 25

importance of data e commerce channel4
Importance of Data: e-Commerce Channel
  • Highly Competitive / Rapidly Growing Marketplace
  • Effective e-Commerce Strategy
  • 1) Gain new customers. 2) Retain existing customers.
  • Acquiring new customers can cost five times more than satisfying and retaining current customers.
  • Source: Murphy, E & Murphy, M (2002)
  • By retaining just 5% more customers, online companies can boost their profits by 25% to 95%.
  • Source: Reichheld & Schefter (2000)
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Capscan Limited

Grand Union House, 20 Kentish Town Road, London NW1 9BB United Kingdom

Registered in England No. 01183941 VAT No. GB 544 5844 25

importance of data e commerce channel5
Importance of Data: e-Commerce Channel
  • Highly Competitive / Rapidly Growing Marketplace
  • Effective e-Commerce Strategy
  • 1) Gain new customers. 2) Retain existing customers.
  • Loyalty Drivers vital to Customer Retention & Repeat Orders.
  • Research by Dell Computer – 3 Key Drivers to Customer Loyalty
        • Order Fulfilment
        • Product Performance
        • Post Sales Service and Support
  • Source: Reichheld & Schefter (2000)
  • Customer Satisfaction and Brand Perception – Impacts customer retention & Repeat Orders.

Capscan Limited

Grand Union House, 20 Kentish Town Road, London NW1 9BB United Kingdom

Registered in England No. 01183941 VAT No. GB 544 5844 25

importance of data e commerce channel6
Importance of Data: e-Commerce Channel
  • Highly Competitive / Rapidly Growing Marketplace.
  • Effective e-Commerce Strategy
  • 1) Gain new customers. 2) Retain existing customers.
  • Loyalty Drivers vital to Customer Retention & Repeat Orders.
  • Poor Name and Address Data Quality – Impact on Fulfilment & Service.
  • Customer Satisfaction and Brand Perception – Impacts retention & repeat orders.

Capscan Limited

Grand Union House, 20 Kentish Town Road, London NW1 9BB United Kingdom

Registered in England No. 01183941 VAT No. GB 544 5844 25

importance of data e commerce channel7
Importance of Data: e-Commerce Channel
  • Highly Competitive / Rapidly Growing Marketplace.
  • Effective e-Commerce Strategy
  • 1) Gain new customers. 2) Retain existing customers.
  • Loyalty Drivers vital to Customer Retention & Repeat Orders.
  • Poor Name and Address Data Quality – Impact on Fulfilment & Service.
  • Reduced Satisfaction and Damaged Brand – Impacts retention & repeat orders.

Capscan Limited

Grand Union House, 20 Kentish Town Road, London NW1 9BB United Kingdom

Registered in England No. 01183941 VAT No. GB 544 5844 25

name address data errors
Name & Address Data Errors
  • Mis-spelt details Badly formatted address details
  • Structural Name and Address Errors Missing elements
  • Duplicates Vanity Addressing

Capscan Limited

Grand Union House, 20 Kentish Town Road, London NW1 9BB United Kingdom

Registered in England No. 01183941 VAT No. GB 544 5844 25

name address data errors9
Name & Address Data Errors

p turner

Fishponds Road ,Hitchin

Herts

SG5 1NS

Mr Paul Turner

Ivy Cottage

Fishponds Road

HITCHIN

Herts

SG5 1NR

X

Capscan Limited

Grand Union House, 20 Kentish Town Road, London NW1 9BB United Kingdom

Registered in England No. 01183941 VAT No. GB 544 5844 25

name address data errors10
Name & Address Data Errors

12 Via Massa

Florence

50142

Via Massa 12

50142 FIRENZE FI

X

Capscan Limited

Grand Union House, 20 Kentish Town Road, London NW1 9BB United Kingdom

Registered in England No. 01183941 VAT No. GB 544 5844 25

why do these errors upset customers
Why do these errors upset customers?
  • It’s Personal!
  • Incorrect details gives impression that customer is not valued.
  • Poor perception created.
  • Personal reaction – Incorrectly spelt or formatted name.
  • Loss of confidence – lack of care.
  • People always remember the errors – hygiene factor.

Capscan Limited

Grand Union House, 20 Kentish Town Road, London NW1 9BB United Kingdom

Registered in England No. 01183941 VAT No. GB 544 5844 25

why do these errors upset customers12
Why do these errors upset customers?
  • Service and Delivery do not live up to client expectations.
  • Delay in payment authorisation.
  • Miss-deliveries.
  • Time spent waiting for replacement goods.
  • Inefficient or inappropriate customer service/complaints response.
  • Poor customer experience.

Capscan Limited

Grand Union House, 20 Kentish Town Road, London NW1 9BB United Kingdom

Registered in England No. 01183941 VAT No. GB 544 5844 25

the scale of the delivery problem
The scale of the delivery problem?
  • Postwatch claims 12.4m letters are lost each year
  • Of these, 60% are delivered to the wrong house
  • One in 10 people complain to Royal Mail
  • Royal Mail says 322m items were undeliverable in 2002/3
  • About 12m items a year are posted with only the first name or surname
  • The amount of undeliverable mailhas gone up by 50% in five years
  • Postwatch, 2004

Capscan Limited

Grand Union House, 20 Kentish Town Road, London NW1 9BB United Kingdom

Registered in England No. 01183941 VAT No. GB 544 5844 25

damage to your organisation
Damage To Your Organisation
  • Poor perception created.
  • Loss of confidence - Damage to Brand.
  • Additional costs associated with miss-deliveries and customer complaint handling.
  • Fewer repeat orders.
  • Less customer loyalty.

Capscan Limited

Grand Union House, 20 Kentish Town Road, London NW1 9BB United Kingdom

Registered in England No. 01183941 VAT No. GB 544 5844 25

how can these issues be prevented
How can these issues be prevented?
  • Review and Audit Data Processes and Issues.
  • Who is responsible for customer data?
  • Board and senior management buy-in essential.
  • Set Objectives for Improvements.
  • Select suitable strategies for each business data area.
  • Agree targets.
  • Measure and review progress.

Capscan Limited

Grand Union House, 20 Kentish Town Road, London NW1 9BB United Kingdom

Registered in England No. 01183941 VAT No. GB 544 5844 25

review data data costs in the business
Review Data & Data Costs in the Business

INCOMING

INTERNAL

OUTGOING

Data from Acquisitions Prospecting Lists

Contact/Call Centres Customer Services Store/Branch Users

Product Deliveries Parts Shipping

Website Info Requests Web Shop

Direct Marketing Promotional Mailings Invoicing General Correspondence

Customer/Sales Analysis Customer Profiling Business Decisions Compliance/Blacklists

Location Intelligence Route Planning GIS

Field Representatives SMS/Text Campaigns

On-site Engineers

Capscan Limited

Grand Union House, 20 Kentish Town Road, London NW1 9BB United Kingdom

Registered in England No. 01183941 VAT No. GB 544 5844 25

front end touch points
Front-end Touch Points

INCOMING

  • Options for capturing more accurate data in e-Commerce
  • Ensure data entry screens are well designed, clear, and simple. Consider - Mandatory Fields. - What countries need to be considered. - Local salutation options. - Individual fields for individual elements. - Basic Data Validation.
  • Implement Address Verification Functionality. Options Include - In-house software for data capture. - Hosted address verification services. Consider - Datasets required now & in the future.
  • Implement Name and Salutation formatting technology.

Contact/Call Centres Customer Services Store/Branch Users

Website Info Requests Web Shop

Field Representatives SMS/Text Campaigns

Capscan Limited

Grand Union House, 20 Kentish Town Road, London NW1 9BB United Kingdom

Registered in England No. 01183941 VAT No. GB 544 5844 25

existing data maintenance
Existing Data Maintenance

INTERNAL

  • Options for reviewing existing customer information.
  • Data Audit – Current Accuracy Levels.
  • Manual Data Correction – Very low data volumes.
  • Batch Name & Address Cleansing Tools - Verify, cleanse, & format historic data. - Apply postal authority data updates. - Enhance data.
  • Batch De-Duplication Tools.

Data from Acquisitions Prospecting Lists

Customer/Sales Analysis Customer Profiling Business Decisions Compliance/Blacklists

Location Intelligence Route Planning GIS

Capscan Limited

Grand Union House, 20 Kentish Town Road, London NW1 9BB United Kingdom

Registered in England No. 01183941 VAT No. GB 544 5844 25

case study virgin wines
Case Study – Virgin Wines
  • The Background - Launched in the summer of year 2000, Virgin Wines is Richard Branson's venture into the business of online wine ordering.
  • It currently offers the largest range of wine for sale in the world with a list of over 17,500 wines.
  • It provides a highly personalized service to develop a person's own wine profile and recommends wines that it guarantees the consumer will really enjoy.
  • It remembers your likes and dislikes and provides a service 24 hours a day, 365 days a year .

Capscan Limited

Grand Union House, 20 Kentish Town Road, London NW1 9BB United Kingdom

Registered in England No. 01183941 VAT No. GB 544 5844 25

case study virgin wines20
Case Study – Virgin Wines
  • The Problem - All the customer addresses were checked only when orders reached the warehouse.
  • The fallout from this affected up to 2% of all orders that then need to be manually edited by call centre agents.
  • This was a laborious process, taking up considerable time and resources.
  • Virgin Wines decided to implement Capscan’s Matchcode Address Data Capture software for their website.

Capscan Limited

Grand Union House, 20 Kentish Town Road, London NW1 9BB United Kingdom

Registered in England No. 01183941 VAT No. GB 544 5844 25

case study virgin wines21
Case Study – Virgin Wines

Capscan Limited

Grand Union House, 20 Kentish Town Road, London NW1 9BB United Kingdom

Registered in England No. 01183941 VAT No. GB 544 5844 25

case study virgin wines22

Simply enter the house number and postcode and click the button

Case Study – Virgin Wines

Capscan Limited

Grand Union House, 20 Kentish Town Road, London NW1 9BB United Kingdom

Registered in England No. 01183941 VAT No. GB 544 5844 25

case study virgin wines23

Matchcode Webnet returns the fully matched address including postcode and other useful information.

Case Study – Virgin Wines

Capscan Limited

Grand Union House, 20 Kentish Town Road, London NW1 9BB United Kingdom

Registered in England No. 01183941 VAT No. GB 544 5844 25

case study virgin wines24
Case Study – Virgin Wines
  • The Benefits
  • As a result of installing Matchcode Webnet, Virgin Wines will make savings of more than £10,000 per annum.
  • With the correct address, Virgin Wines can guarantee that orders are delivered to the right depot and ultimately speed up successful deliveries to the customer.
  • Virgin Wines, as well as being able to verify addresses, can also offer consumers a simple and stress-free way of entering their details on their website.
  • Increase orders through the gift section – unexpected benefit.

Capscan Limited

Grand Union House, 20 Kentish Town Road, London NW1 9BB United Kingdom

Registered in England No. 01183941 VAT No. GB 544 5844 25

top tips for data quality
Top Tips For Data Quality
  • Regard data quality as a vital aspect of your e-Commerce, CRM, and database management programme.
  • Establish clear aims and objectives for quality management programme.
  • Get management buy-in.
  • Consider the data elements of your database and how things are recorded.
  • Parse, standardise, validate and augment data.
  • Conduct data audits and measure the quality of your data.
  • Keep the data up-to-date with regular cleansing.
  • Collect good data in preference to correcting bad data.

Capscan Limited

Grand Union House, 20 Kentish Town Road, London NW1 9BB United Kingdom

Registered in England No. 01183941 VAT No. GB 544 5844 25

top tips for data quality26
Top Tips For Data Quality
  • Keep track of cost and ensure your data is compliant.
  • Adopt cutting edge tools and technologies.
  • Measure and review your programme of changes.
  • Apply common sense.

Capscan Limited

Grand Union House, 20 Kentish Town Road, London NW1 9BB United Kingdom

Registered in England No. 01183941 VAT No. GB 544 5844 25

in summary
In Summary
  • Inaccurate name and address data can have a significant impact on customer retention, customer experience, and repeat orders.
  • e-Commerce can have it’s own data strategy, but should be considered in relation to corporate data strategy.
  • Review & Audit of existing processes and data is vital.
  • Name and address management technology can help ensure accuracy of data at point of capture or in a batch environment.

Capscan Limited

Grand Union House, 20 Kentish Town Road, London NW1 9BB United Kingdom

Registered in England No. 01183941 VAT No. GB 544 5844 25

in summary28
In Summary
  • Key benefits to resolving data issues.
    • More timely deliveries.
    • Reduced costs associated with returns.
    • More automatic credit card approvals.
    • Improved Single Customer View.
    • Improved Customer Experience.
    • Improved customer satisfaction with fulfilment and support.
    • Drive loyalty, customer retention, and repeat business.
    • Maintain and increase revenue and profits.

Capscan Limited

Grand Union House, 20 Kentish Town Road, London NW1 9BB United Kingdom

Registered in England No. 01183941 VAT No. GB 544 5844 25

slide29
Thank you for listening!
  • Any questions?
  • Capscan can help you with your UK and International customer data issues.
  • Please visit us at stand 164 for further information and a copy of this presentation.

Capscan Limited

Grand Union House, 20 Kentish Town Road, London NW1 9BB United Kingdom

Registered in England No. 01183941 VAT No. GB 544 5844 25