Where’d They Go? Keeping up with Frequent Movers

You’d think updating postal addresses would be a straightforward operation. Just run your address cleansing data quality software and compare the original address on file to the USPS National Change of Address (NCOA) file and, if matched, replace it with the new address. Sounds easy, doesn’t it?

Some address update software follows this approach, and it works most of the time. But over-simplifying the process can fail you in some special move situations. Sometimes, instead of a successful delivery, mail is unexpectedly returned to the sender or delivered to the wrong address. Mailers and marketers scratch their heads about why they have so much trouble contacting some of their customers, and customers are upset about missing their mail.

Firstlogic’s newest move update product, Mover IQ^®, processes everyday moves with exceptional speed and accuracy. It also handles unusual move update cases with superior logic and rules enforcement, helping organizations keep their mailing lists clean and accurate.

Consider these scenarios:

Couples Moving to Different Addresses

One spouse of a married couple, John Doe, moves. Jane Doe remains at the original address. John’s employer may have transferred him, or the couple could be experiencing a separation or divorce. John files a change of address form with the US Postal Service and the NCOA file includes his address change data. He wants his mail to be forwarded to his new address.

Company A’s data file lists a single joint record for John and Jane Doe. When their move update software discovers John’s NCOA record should they change the mailing address for both John and Jane?

That depends. If John filled out the change of address form as “Family”, then Company A would change the address for the entire family at the address. However, if the change of address John requested was for “Individual” then USPS guidelines say that mailers shouldn’t change the joint address unless both spouses filed Individual change of address cards and they both listed the same new address.

Individuals Moving Multiple Times

Betty Sue Smith moved from her parent’s house (A) to an apartment (B) she shared with Alice and filed an individual change of address notice with the US Postal Service. Two months later, she had an argument with Alice and moved from (B) across town to live with her friend Charlene (C). Betty Sue filed another change of address, indicating she’d left Alice’s place (B) and now wanted her mail delivered at Charlene’s townhouse (C). Three months later, Charlene insisted her friend start paying rent. Betty Sue decided she got a better deal at home and moved back in with her parents (A), … a set of chain moves starting at (A) with moves to (B) and (C) and ending back at (A)… a complete roundtrip.

Betty Sue’s cell phone company’s database has Betty Sue still listed at her parent’s address (A). Once the Company processes their file with their move update software, which address will they print on the envelope that contains Betty Sue’s cell phone bill?

Again it depends. In this scenario, the move update software the Company uses will make a difference. Many move update programs stop searching the NCOA file as soon as they find a move match. In this case, Betty Sue’s phone bill would be in the hands of her ex-roommate Alice (B).

If the company was running Firstlogic Mover IQ software, Betty Sue would receive her cell phone bill back at her parents’ house. Mover IQ follows the entire chain of moves from (A) to (B) to (C) then back to (A) before it returns a result.

Mover IQ processes unusual conditions like couples moving to different addresses and chain moves according to postal move update rules. The aim of all parties is to get the mail delivered directly to the recipients according to the instructions provided by change of address forms. Mover IQ handles these situations in a superior fashion.

 

Consequences of Non-Delivery

Losing track of a customer because of their unusual moving patterns can cause genuine problems. Official notices delivered to the wrong address can result in fines or legal problems for your customers. Mis-delivered or delayed mail can cause other issues as well. Insurance companies may cancel policies when bills for premiums don’t reach the policyholders, for example. This action causes stress for customers and lots of extra work on the part of the insurance carrier to reinstate the policies later. Other organizations might cancel memberships because members didn’t receive renewal notices, resulting in uncomfortable situations that degrade the customer relationship. Making sure mailers send important documents to the correct address is crucial to their businesses.

Conditions like these aren’t as rare as you might think. People are mobile. With cell phones and the internet, changing one’s physical abode isn’t as disruptive as it used to be. A couple may split up temporarily because of careers, education, or health reasons, for instance. College students are notorious for multiple moves with brief stays at different addresses. You need move update software that’s built for the realities of today.

 

NCOA is a Valuable Tool for Mailers

The whole point of National Change of Address (NCOA) is to ensure the US Postal Service delivers mail to the right people in the most efficient manner. The USPS spends millions of dollars every year dealing with returned mail and returning pieces with that little yellow sticker that reads “undeliverable as addressed”. Effective move update data and software that correctly interprets the information to achieve expeditious delivery helps all parties… the USPS, mailers, and their customers.

If you’re not sure how well your move update software is performing, get in touch with us at Firstlogic Solutions. We can compare your current move update solution to our Firstlogic Mover IQ software. Your software could cause you problems you didn’t even know about. An upgrade to Mover IQ may be just what you need to solve customer communication problems.