It is expensive and time consuming to recruit a new customer, so when an existing customer has moved and forgotten to tell you, rather than lose them for ever, you can use NCOA to see if they have registered a new Forwarding address.

Also when recruiting new customers via prospect lists, it is more effective (and costs less) to use NCOA to ensure that your prospect file is going to the correct addresses than it is to suppress the file against gone-away lists, or just to mail it out and get a high number of returns.