Coloplast Case StudySuppressing data to increase customer confidence

Presented by: Adam Guest & David EdgeworthDate: 13 November 2007

Data deterioration

Every day in the UK…

1,600 people die (Experian research)

18,000 people move house (Royal Mail)

650 people register with the MPS (DMA)

1,300 people register with the TPS (DMA)

Each year…

1.2m changes/additions to PAF (Royal Mail)

Overall database quality degrades by 14% per annum

Data deterioration

£95 millionwasted per annum mailing people who have moved (DMA)

£18 millionwasted per annum mailing the deceased (DMA)

10% of mailings may not reach their intended recipient (Royal Mail)

1 return, 6 in bin (Royal mail)

Why suppress?

More cost effective marketing communications

Ability to track valued customers

Protects brand reputation

Desktop suppression

Flexible, all under your control

No one knows your data better than you!

Real time suppression

Fully secure, maintain ownership

No need to export and re-import data

Suppression in practice

Working together

&

•Coloplast a QAS customer since 1995

•Products include: •Pro

•Pro Web

•Nametracer

•Batch

•DataPlus sets

•Electronic Data Updates (EDU)

>

Suppressing data to increase customer confidenceDavid EdgeworthDatabase Administrator

>

• Worldwide provider of quality

and innovative healthcare products

• Specialise in pharmaceutical

devices

• Based in Denmark, with 32

worldwide subsidiaries

• Celebrating our 50th birthday in 2007

An introduction

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• Throughout the world we wish, within our selected business areas, to be the preferred source of medical devices and associated services, contributing to a better quality of life.

• By being close to customers we fulfil their needs with innovative, high quality solutions. Through empathy, responsiveness and dependability we seek to earn their loyalty.

• Our culture attracts and nourishes individuals who are energetic, committed and have a passion for our business.

• We respect differences and pledge to act responsibly in social, environmental and business contexts.

• By striving to be best in our business we achieve growth and increased value for our customers, employees and shareholders.

Our Mission

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• Customer data was decaying over time as customers moved house or passed away

• Some legacy data from acquired companies was of poor quality

Addressing the situation

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The impact of decaying data

• Returned mail

• Wasted budget

• Poor brand perception

• Upsets customers

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• Nature of Coloplast business means contact details constantly change

• Mailing deceased customers does not reflect our mission to be socially responsible

• Makes business sense to stop wasting money mailingto lost contacts

• Wanted to suppress with a desktop tool• More secure

• No third-party turnaround times

The decision to suppress

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• Upgraded to Siebel 7.7 and decided to integrate QuickAddress Batch with Suppression at the same time

• 2 – 3 weeks to go from integration to full operation of the product

The upgrade to cleaner data

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• Clean and maintain

• Suppression

• Enhancement

Step by step – how it works

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• Data is matched against 8 suppression files

Adding suppression files

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• The first time QuickAddress Batch with Suppression was run, we found:• Database only had 81% accuracy

• 20,000 contacts had incorrect address details or had passed away

• Improved brand perception

• Savings in production and mailing costs

The results

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Database of customer contact details is now 98%

accurate

Continued data quality

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Data entry

• Sales team currently responsible

• Human error

• QAS product to replace

Future plans

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Thank you for listening

Any questions?