Candis cleans up caller data

Candis magazine has achieved 99.8 per cent accuracy in its subscription database following the introduction of call centre and point-of-sale data validation tools.

As a result of the implementation Newhall Publications, owners of Candis, estimate that they have made productivity savings of £10,000 in one year.

“Before using postcode validation, a member of the admin team would spend a minimum of ten hours per week correcting data manually. If you equate this to paying someone £7.50 per hour at ten hours, after 52 weeks of the year it amounts to an annual saving of £3,900,” said Newhall Publications IT director Chris Harman.

Rapid address entry software from Postcode Anywhere has been integrated into the call centre system, alongside BACS verification tools to check bank details. Before the solution was adopted, one in 50 direct debits out of a total of 60,000 were rejected. Call centre operators would have to re-contact subscribers to obtain new details, often leading to a lost sale.

“The admin time spent was significant as well as the cost of lost revenue calculated at two per cent of 60,000 subscriptions multiplied by £35, which equals an annual saving of £4,200. The consolidation of the two services has also saved us £1,500 in licence fees, making an overall yearly saving of £9,600,” said Harman.

An audit of the subscription base by Royal Mail found an accuracy level of 99.8 per cent, one of the cleanest auditors had encountered.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here