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Multi-national Address quality in registering via data entry forms
A commentary by Sascha Schulz, Director of Sales & Marketing, in
Summer 2004 – Volume 6 – Number 02 – Page 66
What delivery and fulfilment challenges does the Internet present, when
capturing delivery addresses?
Sascha Schulz, AddressDoctor:
When capturing data on the internet the human control factor is eliminated.
No more data entry clerk, no call centre operator to validate the plausibility
of the entered address data. Almost every data entry form is different on the
internet. Typically forms are tailored to fit addresses of the country where
the company is located. Improper field length insufficient fields, wrong
validation routines lead to data truncation and data loss. And frustrated
users that are often rushed and overwhelmed with the multitude of
information presented to them . At the same time most merchants are
reluctant to even interact meaningful with the customer resulting in poor
quality address data. Also common sense is often not helpful when trying to
make an educated guess of an address from an "exotic" country is valid.
With shipping cost and delayed delivery lead to resends that would be
unnecessary if the addresses were captured accurately.
What is the best way off assuring multi-national accurate address
capture online?
Sascha Schulz, AddressDoctor:
It is important to allow users to enter their address date without putting
unnecessary obstacles in front of them. This can be achieved by either
using country specific data entry forms that have appropriate fields for each
country or by using a generic form with dynamic adjustment to the country
of destination. Real time address verification via a web service ensures that
the user enters all relevant information. Missing pieces of information such
as building or suite numbers in areas with high populations densities will
lead to costly research or undeliverable shipments. Ensure that valid email
addresses are captured and present user with a confirmation email showing
their address in the country specific format so that they can validate
instantaneously. Be sure to adjust your data if the user gives feedback.
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