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Back-End Contact Verification

What is Back-End Contact Verification?

Back-End Contact Verification is the process of bulk cleaning customer contact data records. This can be done on a regular basis (usually using Data Quality Management Software) using suppression data such as the PAF File or Absolute Movers to ensure that the data your organisations holds is up to date and accurate.

Why use Back-End Contact Verification?

Although the data you hold might have been accurate when first collected, data decays as people move away, get married or even pass away. For those organisations who want to maintain good relationships with their customers, cleaning data must be a priority.

As well as better customer relationships, regular cleansing of your database helps with:

  • Saving organisations on the cost of inaccurate communications such as mailing to addresses where their customers no longer live – improving the ROI of your campaigns.
  • Reducing the chance of embarrassment and reputational cost that inaccurate communications may cause – such as sending sensitive information to the wrong person.
  • Enriching the data you hold to get a clear view of your customer base. This is vital to having the insight for good decision making.

Why is an effective Contact Data Management strategy essential?