What is Address Verification?
If you provide a service to your customers that requires their address, you need to verify their address before going through with your service. This can be drop shipping, running an e-commerce store, a courier service, or a location-based dating application. Regardless of what your business is, if it deals with customer address data, then verification of that data is the first part of your process to collect customer metrics.
Address verification usually takes place at the data’s point of entry. Many different tools, software, APIs, and platforms allow you to verify addresses in multiple ways. Address verification serves to check if the address provided by a person is the same as their actual address. Some verification services use an API that contacts USPS for verification. Some services double-check the address with your bank. There are many ways to verify data, but why is it important, and how does that tie into customer metrics?
Before we go further, let’s look at the database that you use. It contains your customers’ demographic data, personal details, and addresses. With verification, you have to ensure that all of that data is accurate to collect customer metrics based on that data. Without accurate data that informs you of how many times a customer has visited a website, how many times they have ordered something, how many times they have paid through various payment gateways, what their different addresses are, and so forth, how are you supposed to collect data trends and customer metrics?
In this world of big data, you are only as good as the data you are being provided. To ensure that the data is usable, valid, and valuable, you have to verify it.
How Does Address Verification Tie into Customer Metrics?
Customer service and customer metrics are part of the overall customer experience. Address verification is an integral part of that customer experience as well. Customer Experience (CX) depends upon every customer touchpoint, such as visiting the website, browsing it, buying items, inputting their credentials, etc. Address verification comes into play here as it is an integral part of the customer experience. It lets the customer know that they’re in safe hands. This improves customer satisfaction (CSAT) and leads to better sales.
Verified data also boosts the strength of your data. This means whenever that customer returns, you can use previous data on them in your database to tailor an improved experience for them.
If you’ve already verified their address once, it’ll mean that they won’t have to repeat the process next time they visit your business site. This will reduce customer lag and improve the checking out customer touchpoint.
Steps to Collecting Customer Metrics with Address Verification
Address verification factors in more than one way when collecting customer metrics. Let’s look at some of the most important metrics and how we can collect them with address verification.
1. Customer Satisfaction (CSAT)
Customer satisfaction depends entirely upon the service they have been provided. Without address verification, the service might suffer from delayed deliveries and reduced customer satisfaction. Address verification is the first step in ensuring that the customer is satisfied with the entire process. You can use multiple choice questionnaires to gather CSAT by asking them about the delivery time, user experience, etc.
2. Customer Effort Score (CES)
A Customer Effort Score is an effort that a customer has to make to resolve an issue. Here, the most common problem with address verification comes in late deliveries or no deliveries at all. With verification in place, you can remove the need for resolving the issue entirely. If there’s no issue, there’s no need to fix it. The customer will have to spend less effort increasing the score.
3. Net Promoter Score (NPS)
NPS refers to finding out a particular experience’s quality by consulting with customers and assigning scores to their answers. Some promoters like the experience, passives, who have no opinion, and detractors who hate the experience. Verified addresses reduce the number of detractors significantly.
4. Social Media Monitoring
Many customers post their grievances on forums and social media. Monitoring their activity and responding to it, and addressing their grievances lets you improve your business and help them with their problems. If there’s a pattern of address-related issues, you know that your address verification service needs improvement.
Address verification ties in with customer metrics because it is an integral part of the customer experience. An improved customer experience demands thorough address verification to ensure that the customer metrics like customer satisfaction are where they should be.