Source: Experian

Date: October 2007

Type: White Paper

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Overview: By focusing on address data quality, organizations control escalating direct marketing costs, enable a single view of their customers for analysis and trending, ensure effective account setup and communication, and improve overall customer experience. Unfortunately, the traditional means of mitigating poor address data is solely through scheduled, or at minimum one-off, batch cleansing efforts. While after-the-fact batch cleansing is extremely valuable for scrubbing large volumes of legacy or acquired address data, it is a downstream process with no ability to request additional information. The only way to guarantee that an address will be accurate and deliverable is to verify it during the data capture process — while the customer is still engaged online, on the phone or in person.

This Forrester Research white paper discusses the importance of verifying customer address data as it’s captured to improve business process efficiency and reduce costs while gaining more insight into your customer data. Additionally comparisons are made between traditional batch cleansing and recommended front-end verification.

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