Background

Like many small business marketers, RBC Royal Bank of Canada recognized that the quality of its data was the key to its success in future marketing efforts; thus, in 1998 the RBC Royal Bank initiated a comprehensive cleanup of their business-to-business database, using aggressive customer con-

ROYAL BANK

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Royal Bank Business Banking

Postal Station B IMPORTANT INFORMATION ENCLOSED

1250 University Street -

Montreal, Quebec H3B 3L7

Mr. John Sample 123 Any Street Markham, ON UL1U

Figure B.3 RBC Royal Bank of Canada

Source: Courtesy of Royal Bank of Canada

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tact strategies like telemarketing. Over the following 12 months, they successfully contacted approximately 40 percent of the customer base, updating customer profile information and contact preferences.

This left 60 percent of the customers on the database with their information unverified. RBC Royal Bank's base rule is that no customer should be included in any marketing activities until they have been appreciated (i.e., have had their contact information and preferences verified). Therefore, the bank wanted to find a quick and cost-effective method of making this contact.

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