Data verification made easy

A total of 5,000 customer contacts from various sources flow daily into the CRM system of AMAG, Switzerland’s largest car importer. Jörg Stebler, Head of Customer Relationship Management AMAG Import AG, and Tobie Witzig, CEO AZ Direct AG, explain how automated address validation ensures optimal data quality.

VW vehicles have been popular in Switzerland for 70 years – AMAG’s customer file is accordingly extensive.

The Swiss love the VW Group brands: every third new car comes from AMAG, the Swiss importer with its own network of dealers and workshops. AMAG looks after 750,000 exist-ing customers in their CRM system. Up to 5,000 customer contacts are handled each day. The data stems from a dozen different sources: from the ERP system, through home and landing pages and from more than 300 dealer systems. The risk of incorrect or multiple entries is correspondingly large.

BSI CRM serves as the central data basis. The connection to AZ Data World Consumer from the company AZ Direct ensures the best possible data quality. The reference database includes addresses, sociodemographic and psychographic characteristics from a portfolio of around 6.3 million individuals in Switzerland.

Every address that is entered or modified is subjected to an automated set of rules. Validated, among other things, is whether the address is correct, which address components must be corrected for uniformity, whether a manual review is required and whether newly entered addresses already exist to avoid duplicate entries.

Automation reduces the number of addresses that need human checking from 5,000 a day to an absolute minimum. The result: optimal data quality with minimal staff resources.