Poor data p*sses off consumers

A new survey has found that 88 per cent of UK consumers would change their attitude towards a company if mailed using incorrect contact data. In research carried out by Callcredit Information Group Marketing Solutions, poor data management by brands clearly alienates consumers at the point where the company is trying to engage them.

It found that 40 per cent would never respond to any marketing communications if incorrect data was used, while 33 per cent would lose confidence in the brand and 15 per cent say they would never buy from the company again. This impact is differential – women are more likely than men to change their perception, while over-45s are 5 per cent less likely to respond to a communication using wrong data than those aged 18 to 44. Among affluent couples and singles, 46 per cent said they would lose confidence in a brand.

An important issue identified by the research is that 55 per cent would not contact the company to update or correct their data. The more affluent the individual, the less likely they are to do this, with 70 per cent of those having a household income over £40,000 and 61 per cent of home owners saying they would not bother.

Caroline Worboys, managing director of Callcredit Information Group Marketing Solutions, says: “The results of this survey should provide a stark warning to all companies during this economic climate. Failing to ensure that marketing communications contain the correct name and address details has been proven to be a deal breaker with consumers and, to be honest, there are no excuses. Consumer data cleansing websites such as www.improvemydata.com provide an easy to use and rapid method of maintaining data.”

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