What Poor Customer Data Means for Your Business

What Poor Customer Data Means for Your Business

06/16/2016

Inaccurate addresses are found on databases due to a variety of reasons including data entry mistakes by employees, errors made by customers when filling in physical or online forms, data imports of unverified records from external sources and people and businesses changing address. This leads to : 

Higher Budgets for Printing and Mailing

  • More postage, paper and envelopes are required
  • Duplicate printing and handling is needed
  • Remailing or reshipping is necessary

Damaged Customer Relationships for Unverified Data

  • Late fee disputes take place
  • Orders are not received, making customers unhappy

Penalties for Incorrect Customer Data 

  • Address correction fees are incurred (in the U.S.) 
  • Fines on discounted mailings are issued (in the U.S.)

Decelerated Cash Flow due to Data Errors

  • Late invoice payments and unpaid invoices slow thing down
  • Missed marketing opportunities cannot be avoided

Damaged Customer Relationships following Data Entry Mistakes

  • Late fee disputes take place
  • Orders are not received, making customers unhappy

Action Plan for Quality Customer Data

The following steps can be taken to improve the quality of your customer data:

  • Quantify your organization’s volume of Undeliverable as Addressed (UAA) mail or parcels
  • Assess the types of critical business correspondence impacted by UAA 
  • Raise awareness of UAA to key stakeholders:

                                      - Marketing – Lost sales opportunities 
                                      - Finance – Spoiled postage costs 
                                      - Accounts Receivables – undelivered invoices 

  • Assess database and address quality issues and opportunities for improvement

1https://ribbs.usps.gov/index.cfm?page=uaamail

Add new comment