Royal Mail unveils data services framework

Royal Mail has underlined its commitment to improving the effectiveness of direct mail campaigns by unveiling its first move towards creating a panel of expert data partners.

The supplier panel, being set up as part of Royal Mail's investment in data services, will enable it to offer its customers dedicated data solutions across a range of specialisms, ensuring they more effectively reach new and existing customers through the post.

Dataforce is the first company to be recruited to the panel, following the launch of a tender process to find five specialist data supply companies last year.

Other members of the panel will be appointed over the coming months.

On completion, the panel will provide expert data solutions covering: acquisition; customer journey proposition (retention strategy); data processing (including cleansing, suppression, management etc); large database work (creating a single customer view from multiple corporate databases); online services for SMEs.

Dataforce, a UK leader in implementing, executing and managing multichannel, integrated communication campaigns, has been appointed to provide customer journey expertise.

The panel will be supported by a team of data consultants and a client services division recently put in place at Royal Mail.

Colin Bradshaw, Head of Data Strategy at Royal Mail, said: "The panel builds our credibility as a supplier of key services to the data industry.

"Going through the tender process means we are able to choose what we believe to be the best companies to meet the needs of our customers.

"We can now act as an independent broker and match clients with the most suitable specialist.

"Dataforce was chosen for its ability to put together information and use it to drive correct customer communication".

He added: "Royal Mail is committed to improving its existing portfolio of data services to boost the overall performance of direct mail campaigns.

"Investment in this data supplier framework is another important step towards transforming the way companies use information to drive their campaigns".

Ian Lancaster, CEO of Dataforce Group Limited, added: "Our Royal Mail data services partnership supports our position as the UK's leading operational and analytical integrated marketing services provider.

Royal Mail is viewed as a trusted partner by its vast client base, which faces the real challenge of relevant and timely customer communications.

"It is clear that combining Royal Mail's customers with the data consultants and Dataforce's expertise of interaction management will help in the move towards individualised customer contact".

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