Contact was made with eight large scale companies defined as being interesting potential clients. To date, these contacts have generated two presentation meetings (25% response rate) organised with Proximity Data’s services. In the wake of these meetings a formal proposal was made to one of the clients, which is currently in an implementation stage.

Proximity Data is Proximity Portugal’s database marketing company. Following the appointment of the company’s new director it became necessary to launch a new business initiative in order to attract new customers.

Database processing and quality plays a fundamental role for any company developing CRM initiatives. An incorrect database can cause permanent damage in a relationship with the customer, delivering obvious costs for the company. Any communication (even if good) when sent to the wrong person can be catastrophic.

In order to demonstrate the consequences of a database error, a mail order was sent from an imaginary company to each of the potential clients (all of which were men) containing a box of women’s lingerie. After the initial embarrassment, the potential client found a presentation letter highlighting the consequences that may be generated by a simple gender error in a database.