| Why do you need to use a data cleansing service | | | | one of the requirements of the Data Protection |
| to tidy your customer data? Here's my top 7: | | | | Act, and is a must for any company. TPS |
| 1. Reduced marketing costs | | | | screening is another requirement for anyone doing |
| This is the biggie - cleansing your data saves you | | | | telesales campaigns. |
| huge amounts of money when you come to your | | | | 5. Better targeted marketing |
| next marketing campaign. By not sending out | | | | Why send your lovingly crafted direct mail piece |
| mailers to people you know don't live there any | | | | to people you know aren't going to be interested? |
| more, or ensuring you only send one to each | | | | By effectively segmenting your customer base |
| household, you can instantly slash your direct mail | | | | you can target campaigns to the right customers |
| spend. | | | | rather than blanketing everyone, and MPS |
| 2. Improved customer experience | | | | screening removes people that don't wish to |
| When a customer calls, how quickly can you find | | | | receive direct mail and therefore aren't likely to |
| their details in order to answer their question? If | | | | respond. |
| you have their name and address in a standard | | | | 6. Environmental awareness |
| format, you can get there much quicker. | | | | Don't waste resources on unnecessary direct mail. |
| 3. More accurate analysis | | | | Duplicate entries in your database are a simple |
| Data is the heart of any business, but only when | | | | waste, along with entries with incomplete |
| you can use it effectively. There's little point | | | | addresses that can't be mailed, and customers |
| producing flashy management reports if the data | | | | who have moved away or died. You can also |
| underpinning them is inaccurate. By removing | | | | choose to use telephone marketing instead of |
| customer records that are duplicates, goneaway | | | | direct mail by appending telephone numbers for |
| or deceased, you get a much more accurate | | | | customers you don't already have them for. |
| picture of the real potential of your customer | | | | 7. Brand image |
| base, and by standardising addresses you can | | | | What are customers going to think of your brand |
| produce more accurate breakdowns of | | | | if they receive your direct mail piece twice, poorly |
| customers by regions. | | | | addressed or sent to a recently deceased loved |
| 4. Legal compliance | | | | one? You can avoid all these problems with our |
| Keeping customer data up to date and accurate is | | | | standard data cleansing services. |