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News Release from: Stortext | Subject: FM Bureau
Edited by the Marketingservicestalk Editorial
Team on 15 May 2007
Stortext FM's Bureau keeps Nectar sweet
When Nectar cards launched in 2002, no one was prepared for their instant success. Stortext FM provided the processing power to clear the application backlog and keep Nectar flowing smoothly.
Nectar's spectacular entry into the loyalty card market is a well-reported case of a new product overwhelmed by its own dramatic success Registration forms flooded in at an astounding rate of up to 250,000 per day during October and November 2002, causing a significant backlog in Nectar's data processing
This threatened a 28-day deadline in processing and confirming registrations back to Collections.
As early as October, Nectar's management realised the need for speed to overcome the unprecedented volume of applications and sought expert advice from Stortext FM for help with diminishing the mounting backlog.
Their immediate target was to clear the bulk of applications that had been forced onto paper due to online registration problems.
To build a system capable of delivering the processing power and maintain exceptionally high data quality standards is no mean feat.
The fact that Stortext FM delivered such a system in four weeks was nothing short of spectacular.
The task involved opening all the envelopes sent to the Freepost addresses via Royal Mail, sorting the contents into applications, change of address or other correspondence.
The customised computer technology then captured hand-written information from the forms and validated the address and telephone number information.
The data capture was complex with many aspects of personal information being recorded including age, data protection information, personal lifestyle and key home questions.
Every form had to be checked for signature and the final captured data fed into the Nectar membership database.
Any conditional failures had to be followed up, while other correspondence needed fully categorising for further action.
All data was then transmitted electronically to the call centre while the original paperwork was stored online for easy access via browser in case of any specific individual query.
The data capture work had to be done rapidly but with absolute accuracy.
A key factor in Stortext FM's success has been our ability to preserve data quality levels at greater than 98%, while still maintaining contracted volume commitments.
As a direct result of its success Nectar awarded Stortext FM the ongoing data capture service contract to cater for continuing new registrations as well as any collector's change of details or other associated correspondence.
Nearly a year after launch, registrations were still running at up to 10,000 a day.
Sarah Renaud, Key Supplier Relationship Manager at Nectar, said: "Since the launch, we have had time to develop new facilities using the expertise and capabilities of Stortext FM, which allow us to provide even better levels of service to our millions of collectors.
"One such innovation uses the Stortext FM DigitalPostroom facility and enables us to integrate paper-based correspondence with electronic communications, allowing our customer services and CRM centres to work from a common front end without the need for any hard paper copy".
Steve Lobb, Operations Director of Loyalty Management UK, said: "We were delighted to find in Stortext FM an organisation that was able to react to our needs and deliver such a high quality of output at incredibly short notice.".
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