Integration of address validation technology with Microsoft Dynamics improves service and efficiency

Integration of address validation technology with Microsoft Dynamics improves service and efficiency

Bedroom furnishings retailer Feather and Black has improved its ability to serve their customers in a more tailored and targeted way by improving the quality of its customer relationship management (CRM) data.

The existing Microsoft Dynamics CRM system user was able to take advantage of integration with address validation technology from Postcode Anywhere, which was launched into the market last week.

Postcode Anywhere said its extension for Microsoft Dynamics is designed to allow users to capture accurate and complete UK and international addresses up to 80% faster.

Wendy Jannaway, IT manager at Feather and Black, said: “Using Postcode Anywhere’s address auto-complete and validation software ensures the data captured by our salespeople is accurate at the point of entry. The extension has also helped us improve efficiency by reducing operator keystrokes considerably, which is vital when working in such a fast-paced retail environment."

Central customer communication process

Jannaway explained: “Capturing accurate customer information to populate our CRM is a backbone integral to our company; without it we simply wouldn’t be able to function. Our CRM system is centralised, so that the customer information can be accessed and retrieved from our 35 branches all over the country, which is why getting it wrong could be so detrimental to the business.

“Communication with our customers is really important to us and we can now have confidence in the integrity of the data we receive," she continued. "We know that any marketing material or general correspondence is definitely going to land on the right doorstep. This can only be achieved by capturing accurate data first time.

“Retail furnishing obviously involves delivering large consignments so it is imperative that we get the consignee’s address right. A failed delivery leads to not only unhappy customers but also a huge expense to us. In these times of austerity we simply can’t afford to make such fundamental mistakes with our data.”