1. Back to basics Presented by: Adam Mellor Date: 12 th June 2007

2. Key areas

3. Start at the bottom

4. Your Organisation Customer data collection Sponsorship Forms/Letters IVR line Interactive TV Web Live Call Centre Email

5. Customer data uses. Your Organisation Marketing Customer service Distribution Billing Sales HR & payroll

6. The Data Journey Data Sources Data Stores Data Usage Call centres Internet Branches Other channels Service delivery Mail/Billing Analysis Other channels Primary Others e.g. marketing reply cards, enquiries from exhibitions

7. Capture and Clean

8. QuickAddress Pro

9. QuickAddress Batch

10. Implications Customer experience “31% of consumers have ended relationships with an organisation due to miscommunications” Royal Mail & Experian 2004

11. Implications Operational efficiency “Productivity, customer satisfaction, growth, and better opportunities to cross-sell and up-sell across the customer base are the primary benefits of improved address data quality.” Ted Friedman, Principal Analyst - Gartner

12. Implications Reporting on management information How well do you know your customer? How can you make informed business decisions based on incorrect information?

13. Tips for getting it right. Start at the end What are the objectives? What will the data be used for? Ensure data is fit for its intended purpose

14. Tips for getting it right Measure data quality Each year: 1,600 people die 18,000 move house 1,800 register with mailing preference service 18,000 register with the telephone preference service

15. Tips for getting it right. Put effective processes in place Capture, clean, maintain Communicate the process Training Review

16. Resources White paper Top ten tips for data management

17. Thank you for listening Presented by: Adam Mellor Date: 12 th June 2007 www.qas.co.uk