GPSJ Autumn 2024 ONLINE - Flipbook - Page 25
MELISSA – COVER STORY
GPSJ
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accuracy with verified addresses
will reduce carbon emissions from
the production and distribution of
incorrectly addressed mail that will be
returned, and have a positive impact
on the efforts of public bodies in
operating sustainably.
Access an Address
Autocomplete service
The best way to deliver accurate
citizen data is to use an address
autocomplete or lookup service.
These services deliver accurate
address data in real-time by providing
a properly formatted, correct address
at the onboarding stage, when the
user starts to input theirs. Tools such
as these are very important because
around 20 per cent of addresses
entered online contain errors; these
include spelling mistakes, wrong
house numbers, and incorrect
postcodes, as well as incorrect email
addresses and phone numbers,
typically due to errors when typing
contact information. Another benefit
of the service is the number of
keystrokes required when entering
an address is cut by up to 81 per
cent. This speeds up the onboarding
process and improves the whole
experience.
In fact, similar technology can be
used to deliver first point of contact
verification across email and phone,
so these important contact datasets
can also be verified in real-time.
It’s vital any address verification
service sourced has access to
Royal Mail’s PAF and supporting
databases, such as Multi Residential
and Not Yet Built. It can help to enrich
data, such as fill in any gaps. The
provider of such a service should
also offer access to a geocoding tool
that can deliver latitude and longitude
coordinates for pinpoint (rooftop)
accuracy to improve the delivery and
user experience. This, additionally,
enables organisations to map
their constituents and understand
dispersion.
Use a data quality platform
It has never been easier or more
cost-effective to deliver address
and wider data quality in real-time
across existing customer databases.
One that stands out is a scalable
data cleaning software-as-a-service
(SaaS) – such as our Unison platform
- that can be easily accessed, and
doesn’t require coding, integration,
or training to use. This technology
can cleanse and correct names,
addresses, email addresses, and
telephone numbers for the UK, but
also worldwide. It also matches
records, ensuring no duplication,
and data profiling is offered to help
identify issues for further action. A
single, intuitive interface offers the
opportunity for data standardisation,
validation, and enrichment, ensuring
high-quality contact information
across multiple databases. It can
deliver this with held data in batch
and as new data is being gathered.
As well as SaaS, such service
capabilities can alternatively be
accessed via cloud-based API
(application programming interface),
Microsoft SQL Server or deployed
on-premise.
address validation - matching a
name to an address – to help put the
lid on costly fraud, with the Cabinet
Office estimating that fraud and error
costs the public purse up to £51.8
billion every year. For best results in
preventing fraud using an electronic
identity verification (eIDV) platform
to undertake ID verification is the
way forward. An automated tool
such as this can be accessed via
delivery mechanisms, including an
“out-of-the-box” user interface with
no integration required; or cloud API;
and scaled up or down according to
the requirements of the users.
With these platforms being “always
on” they are able, in real-time, to
cross-check the names, addresses,
email addresses and phone numbers
provided by applicants during
remote onboarding. This delivers a
good experience, while preventing
fraud. Sourcing an eIDV tool with
access to billions of consumer and
business records from reputable
sources around the world, such
as government, utility and credit
agencies is recommended for the
best outcome.
Using such an automated platform is
significantly quicker, more accurate
and cost effective for undertaking
ID verification and preventing fraud
when compared with manual
checks. There’s no additional staffing
or training costs, and there’s far less
risk of human error when using this
technology.
By taking steps to obtain verified
address data and wider contact data
those in the public sector will improve
the accuracy of their held address
data on citizens. This will help to stop
costly mis-deliveries, deliver insight
that will help them personalise their
communications, and make learnings
that will drive efficiency savings, while
also improving the user experience
and driving positive change. It will
also lessen their impact on the
environment and help avoid costly
fraud.
For more information about
Melissa and their data quality
and ID verification services
please visit: www.melissa.com/
uk, email: barley.laing@melissa.
com or call: 020 7718 0070.
Clean address / contact data
helps prevent fraud
It is important to recognise that
access to up to date verified address
data – standardised, recognised
and accurate addresses for citizens
- is a big first step on the path to
prevent fraud. You only have to
go one step further and undertake
GOVERNMENT AND PUBLIC SECTOR JOURNAL AUTUMN 2024
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