Webinar ‘Addresses’ a Problem

1. Customer experience comes first. Customers want to receive the information they’ve signed up to receive, whether it be a catalog, loyalty program information or product shipments, among others, McGehee said. Accurate data is needed to meet this expectation.

2. A better view of your customer. “We didn’t have a full picture of our customers because of the existence of duplicate records,” McGehee noted. “What looked like three bad customers may have been one good customer.” By getting the correct address on the front end, you can better identify and merge duplicate records, he pointed out. This helps eliminate wasteful mailings and save postal costs.