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.
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: