Effective customer data quality management has financial business benefits as well as advantages for the environment, a new independent benchmark study has found.

According to research by the Aberdeen Group, good customer data quality practices such as using point of entry address validation software increase revenue, reduce costs and limit environmental waste.

The report states that customer data management has always played a key role in driving revenue growth and cost reduction, but now “more companies are waking up to the value of data management in the context of direct mail waste reduction which is also becoming an economic imperative”.

Joel Curry, chief operating officer at QAS, said: “One way to make an immediate impact is to improve the quality of customer contact data and eliminate the waste of duplicate and misdirected mail.

“No piece of customer data is more important to this effort than having a correct customer address.”
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