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Latest Experian QAS research finds contact data quality affects the customer experience


Experian® QAS®, a part of Experian Marketing Services and a leading provider of address verification software and services, today announced the release of Data quality and the customer experience. This report examines current contact data quality perceptions and practices and provides advice on ways to improve the customer experience through accurate data.

The study reveals that organizations are diversifying business strategies. On average, large organizations operate in at least four channels. They manage contact data accuracy to improve efficiency, enhance customer satisfaction and enable more informed business decisions. However, organizations lack data accuracy, with 94 percent stating that they suspect their customer and prospect data might be inaccurate in some way.

"The fast-paced, omnichannel environment often results in siloed touch-points and reduced resources," said Thomas Schutz, senior vice president, general manager of Experian QAS. "To ensure a positive customer experience, many businesses are implementing new strategies to better utilize consumer intelligence and analytics. To gain a high level of insight that can create a more personalized experience across channels, organizations need to improve accuracy and incorporate data quality into strategic planning."

About Experian QAS
Experian QAS is an address data quality software pioneer. The company's products capture, validate, cleanse, standardize and enrich customer contact information. Established in 1990 with offices throughout the United States, Europe and Asia Pacific, Experian QAS provides data validation software and services to more than 10,000 clients worldwide in retail, education, healthcare, insurance, finance, government and other sectors. For more information, visit

About Experian Marketing Services
Experian Marketing Services is a global provider of integrated consumer insight, targeting and interactive marketing. We help brands from around the world intelligently interact with today's dynamic, empowered and hyper-connected consumers. By coordinating seamless interactions across all marketing channels, we enable marketers to plan and execute superior brand experiences that deepen customer loyalty, strengthen brand advocacy and maximize profits. We call it Marketing Forward.

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About Experian 
Experian is the leading global information services company, providing data and analytical tools to clients around the world. The Group helps businesses to manage credit risk, prevent fraud, target marketing offers and automate decision making. Experian also helps individuals to check their credit report and credit score, and protect against identity theft.

Experian plc is listed on the London Stock Exchange (EXPN) and is a constituent of the FTSE 100 index. Total revenue for the year ended 31 March 2012 was US$4.5 billion. Experian employs approximately 17,000 people in 44 countries and has its corporate headquarters in Dublin, Ireland, with operational headquarters in Nottingham, UK; California, US; and São Paulo, Brazil.

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Experian and the Experian marks used herein are service marks or registered trademarks of Experian Information Solutions, Inc. Other product and company names mentioned herein are the property of their respective owners.

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