VIEWPOINT Accurate data drives stronger customer relationships JOHN DEMATTEO: MELISSA Accurate addresses strengthen customer relationships, boost efficiency and maximise marketing impact, turning CRM data into a powerful business advantage Within the fast-paced world of customer relationship management (CRM), accurate data is the foundation of success. Recent studies from data quality and marketing solution companies Validity and Data Axle report around 20 per cent of contact data contains errors, resulting in billions lost annually. Wasted marketing spend is just the tip of the iceberg; inaccurate addresses lead to failed deliveries, increased shipping returns and lost revenue from undelivered products or services. Teams waste time correcting errors, frustrating customers and driving higher churn rates. Moreover, compliance risks loom large – outdated or incorrect addresses can violate data protection regulations exposing businesses to hefty fines and reputational damage. In sectors like finance or healthcare, these inaccuracies can even trigger legal liabilities. Address accuracy is a game-changer for CRM success. With real-time verification, businesses can eliminate costly errors and build stronger customer relationships from the first interaction. Address verification tools mitigate these risks, streamline operations, boost satisfaction and unlock higher return on investment. Melissa’s ‘1-10-100 rule’ illustrates this perfectly: it costs just $1 to verify a record at the point of entry, $10 to cleanse it later in batch processing and $100 per record if nothing is done and problems escalate. Melissa Address Validation for Microsoft Dynamics 365 is a powerful SaaS solution that integrates seamlessly to clean and update data in the cloud, with no software maintenance required. Key features include address autocompletion for fast, error-free entry, reducing keystrokes and improving the user experience. It offers global address verification across more than 240 countries and territories. The integrated Personator features take it further by verifying and appending demographic information to enrich records, while filling in missing contact details. This real-time capability supports batch processing, geocoding, and national change of address (NCOA) updates, ensuring CRM data remains fresh and actionable. By investing in Melissa Address Validation organisations transform data quality from a liability into a competitive advantage. Don’t let poor addresses drain your resources – verify at the source and watch your efficiency soar. John DeMatteo is dynamics solutions engineer at Melissa “With real-time verification, businesses can eliminate costly errors and build stronger customer relationships ” 97
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