Packaged consumer goods companies have developed multi-channel contact strategies to directly reach customers with a particular brand affinity. Due to the multitude of brands as well as multiple channels of contact, recognizing accurate customer identity is difficult. When customer identity cannot be accurately established, opportunity exists for coupon and incentive abuse, as well as waste in the marketing expenditures.

CPG companies are focusing on customer recognition solutions to:

• Correctly Identify The Brand Targeted Consumer
• Promote to the Consumer at Their Most Current Physical and eMail Address
• Eliminate Abuse of Coupons & Program Incentives
• Eliminate Wasted Marketing Expense

Traditional customer recognition and consolidation processes use character based logic and look up tables that are ill-equipped to assess the totality of a customer’s name and address permutations that accumulate through multiple customer interaction channels. These processes are easily deceived by minor variations in the name and address elements.

These processes, which were first introduced in the 1970’s have reached “terminal velocity” and cannot be evolved further. Structurally, they were never designed to recognize the variations in customer information created by a very mobile public, purchasing through multiple channels.

• Accurately Identify Consumers By Seeing Through Name Changes (i.e. Married/Maiden)
• Reduce Fraudulent Use of Coupons and Promotions By Detecting the Same Consumer Using Alias Identities.
• Increase Response By Reaching Consumers at Their Most Current Address
• Reduce Promotional Expense By Eliminating Duplicate & Non Responding Consumers.