GPSJ Autumn 2024 ONLINE - Flipbook - Page 24
GPSJ
MELISSA – COVER STORY
Addressing the core issue
By Barley Laing, the UK Managing Director at Melissa
The new government brings with it new ideas on driving efficiencies and positive change within the
public sector. It is a necessity in light of the state of the public finances.
Barley Laing
they have accurate, verified address
data, and the appropriate technology
to make sure it’s delivered. This is
a big issue when data degrades
at around 25 per cent a year as
people move home or pass away, for
example.
The cost of poor address and
other contact data
As it formulates its next steps
in these areas the onus is on
organisations in the public
sector to take the lead in driving
efficiency savings and change the focus of Labour’s manifesto
- which are interlinked.
One of the most important areas to
focus on when looking at delivering
efficiencies is the data they hold on
citizens, in particular making sure
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The cumulative cost of inaccurate
data is between 15 per cent to
25 per cent of revenue for most
organisations. This is because poor
quality data wastes resources,
undermines everyday operations
and communications – particularly
personalised communications, such
as direct mail to citizens.
The public sector are stalwarts in
sending direct mail on things such
as recycling and rubbish collections,
through to hospital appointments,
bills and legal correspondence.
Unfortunately, unverified, inaccurate
address data can lead to costly
mis-deliveries, delays and returns.
If, for example, it’s correspondence
GOVERNMENT AND PUBLIC SECTOR JOURNAL AUTUMN 2024
related to a medical appointment
which is then missed because of
an inaccurate patient address, then
there’s an additional cost in wasted
staff time to the health service, and
therefore the taxpayer; as well as
the patient being put at risk with an
additional delay. This is best avoided,
particularly with public sector budgets
under huge pressure.
a service, or the future creation
of a new one - with negative
implications for effective resource
allocation and budgeting. Having
clean, verified address data helps
to deliver a single citizen view
(SCV) – insight that can be used for
better resource allocation, targeting
and personalisation, and to make
informed decisions.
It’s important to recognise that
it’s not only about the monetary
cost with inaccurate data, but
reputation damage. If a resident
does not receive their expected
communication from a public sector
organisation, or it’s delayed, it will not
leave them with a good impression of
the sender. This makes it essential for
the address, and in fact all contact
data, to be checked and verified,
because citizens won’t be pleased
to see public money being wasted
in this way.
Sustainability
Furthermore, bad decision making
is caused by inaccurate data on
citizens, such as the delivery of
The issue of carbon neutrality, and
more widely sustainability, are very
important in this sector, as in many
others. Central government bodies
are required to publish a ‘Public
Sustainability report’ every year
and also recognise ‘The Greening
Government Commitments 2021
– 2025’ which commits those in
the public sector to minimising
waste and reducing greenhouse
gas emissions. On top of this the
government is also committed to
net zero emissions by 2050, with
a 50 per cent cut in emissions by
the public sector by 2032. Ensuring
