The “butterfly effect” is a well-known part of Chaos Theory, where a small event in one location results in a significant action in another. In this case a butterfly flapping its wings leads to a series of events which results in a hurricane happening several weeks later.
In many ways address quality and delivery are similarly connected, where something as trivial as a missing letter can have major implications down the chain.
Take, for example, the hypothetical case of a person buying a camera online inadvertently missing the “K”, when manually typing their delivery details.
The delivery label was printed including the postcode M1 1AA rather than MK1 1AA, camera packed up and e-mail confirmation of order sent to the buyer.
The camera company then passed the package over to its 3rd party shipper to deliver the goods and the goods headed off to the shippers regional depot in Manchester rather than the intended Milton Keynes.
In the Manchester depot the error on the label is discovered and the package is returned to the camera company to handle the problem.
The camera company then gets in touch with the customer to confirm the correct address details and the goods finally arrive at the correct destination some 2 weeks late.
And the result?
One frustrated customer who is blaming the retailer and shipper for poor delivery; a retailer who is probably out of pocket as a result of further delivery charges from the shipper and many unnecessary miles and additional work.
All because of a missing K!
Ensure your deliveries arrive at the right address by validating data at the point of entry.