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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.

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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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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  1. 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

  2. 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

  3. 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

  4. 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) • Jkhfjjkjg • Fjrgfnergknrrgjnfgjnergergng • fjgfbgrjfnfnkdfkj 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

  5. 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

  6. 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

  7. 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

  8. 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

  9. 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

  10. 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

  11. 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

  12. 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

  13. 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

  14. 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

  15. 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

  16. 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

  17. 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

  18. 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

  19. 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

  20. 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

  21. 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

  22. 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

  23. 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

  24. 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

  25. 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

  26. 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

  27. 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

  28. 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

  29. 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

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