The direct marketing industry is’ hotting up’ as Irelands Postcodes ‘Eircodes’, are finally coming to town, due to be issued by mid-June 2015.
The conversation around the launch in the interest of SME’s concerns the impact on running the business and whether it will improve revenue and give their customers a better experience.
Strategic business benefits and uses
- Customer database Analytics – Get insights into what is on your database to enable you to make decisions
- Data quality Management – Keeping data up to date, relevant and clean
- Risk Management – reduce fraud and avoid duplication of marketing and delivery efforts
- Specific Targeted Marketing – Specific messages to specific groups
- Product delivery and service – improved service
- Possible Cost Savings
Steps for SME’s to Take
No matter how small or large your business or database is – here’s some steps
- Conduct IT system review to cater for postcodes for existing and new data capture
- Undertake customer address validation to ensure accurate and comprehensive application of postcodes
- Match customer data to Geo directory to create postcode link
- Enhance systems to ensure addresses captured with new postcodes, eg. Websites, marketing collateral , data entry systems / CRM software
- Plan and developed in advance so that you are aware of the impact across the business
- Ensure early adoption and allow for testing
Date Readiness – 4 areas to consider to get the best usage
Legacy Data, Current data entry and capture and future data capture
1) Legacy – what’s on your database now and can it handle a new “EIRCODE” field
Is your data clean?
Are your systems enabled for an extra field?
Is your data Geocoded?
If the answer is no to ANY or all of the above, you need a data audit
2) Current data entry/capture
Train teams for new data requirements specific to Ireland
Address validation in readiness for future
Procedures around getting postcodes from customers
In bound and outbound calls/communications
3) Future data entry post EIRCODE launch
Adoption of Auto- Address Software that populates individual Eircodes (use this for validation and QC)
Criteria for buying bought lists
4) Lastly getting your business ready will take up time – but may not be as costly as you think. If you are not sure how to go about it get expert help!!
For more info
Contact Kathy Clarke – Clarke Consulting Group/IDMA
Tel 087 231 7133
kclarke@clarkeconsultinggroup.ie