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Promocall announces transparent charging for data cleansing


Earlier today, the Managing Director of UK based Promocall ( Henry Newrick announced new, lower, more transparent charging for the data cleaning of customer records.

He noted that traditionally, services such as data updates or data cleansing were quoted on an hourly rate which would vary according to the country in which the data validation company was based. The drawback was that from a client’s perspective there was always a degree of uncertainty as to what the final charge would be – depending on how fast (or slow) the agents worked.

In order to remove this uncertainty Promocall has published new fixed rates for data cleansing based on a charge per record irrespective of whether the data update is concluded on the first or second call (if needed).

Mr Newrick contends that this approach to charging which can drop to as low as 25p UK (40 cents US) allows a business to quite clearly establish upfront what it would cost to update its database. For example, for a business having 250,000 records and four fields needing to be checked such as name / address / telephone number and email address, the charge would be £0.35 (US0.56) per record.

Keeping records updated is an ongoing process – similar to painting a large bridge or building. Mr Newrick expressed amazement at the number of businesses that rarely if ever take the trouble to update their records. An email bounces, and the file gets deleted. And yet, if that now deleted customer previously bought once, he or she may very well be persuaded to buy again – if only the business had kept in contact. Bounced emails, wrong addresses and incorrect phone numbers cost companies hundreds of millions every year in lost sales. The business is there to be won – if only the company had kept in contact.

As Mr Newrick noted in his concluding remarks “Studies have shown over and over that it is much easier to retain an existing customer and sell to them again, than it is to gain a new one”. For this reason a small investment in updating customer records is likely to pay far greater dividends than forever chasing new business. More information on this new charging approach can be found at


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