The Kindness Index is based on statistical and behavioural patterns of your current customer base. Your database is ranked by Postal Walk using two variables:

1.     Customers per Walk – concentration of customers on a walk – Share of Market. .

2.     Revenue per Walk – amount of sales dollars from a walk – Share of Wallet.

Used with caution, it is a good way to maximize the return on an unaddressed prospecting campaign. It also allows you to make sensible list rental decisions based on geography.