Storing inaccurate addresses can damage customer retention and take away from a customers' shopping experience, it has been claimed.
David Northridge, vice-president of client retention at Experian QAS, explained that address verification tools can be a great way to improve customer service.
"Inaccurate addresses collected on the e-commerce site or call center hurt customer service efforts and ultimately damage customer retention," he said.
The expert was speaking after it was announced that Experian QAS would be supplying its address verification software to J&P Cycles, the world's largest aftermarket motorcycle parts and accessories store.
"By collecting accurate contact information, retailers can improve the customer shopping experience, but perhaps more importantly, continue to connect with those customers and promote cross-sell and up-sell opportunities in the future," Mr Northridge added.
Meanwhile, recent research from the firm found that a number of organizations were looking to up their spend on data quality initiatives in an attempt to boost their customer service.
Posted by Paul Newman