Businesses face a variety of challenges when their customer address data is poor quality. But what can you do about it even if you know it’s a problem?
There are a lot of ways that low-quality customer address data disrupts business in the worst kind of ways.Poor data quality isn’t new. Mergers and acquisitions are a big culprit that cause poor data quality. Or the street address capture process could need attention. Or it fills in the blanks. Query a street number that doesn’t exist, say it’s number 999 Church Street, and a system that uses aggregated data may drop a location pin at the end of the street without raising a flag because it hasn’t verified that the street only goes to number 65.
As areas formalise, so the addressing systems change to reflect that. Farms may become extensions of a suburb. Extensions change to reflect the number of developments. Residential addresses fall by the wayside when commercial developers buy up stands and build shopping malls. But it quickly becomes complex. Correct entries are a huge problem for businesses that use free text entry. Take Parktown in Johannesburg, for example. It has streets and roads named after numbers. You may need to locate the intersection of 6th Street, 7th Avenue and 1st Avenue West. That’s literally an intersection that exists with a few shops and some residential properties. Even if you get it right, it’s a confusing enough job for a harassed courier to quickly locate.
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