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July 19, 2013updated 19 Aug 2016 9:26am

People more keen to talk about sex than phone numbers

Meanwhile data quality again shown to be key to customer communication


Recent survey findings from data quality and management firm Experian QAS found that 52% of people would rather share details of their sexual orientation with companies than their mobile number.

But it also found that many customers feel let down by the corporate communications that they receive: 73% recall errors in communications from organisations in the past 12 months, while 36% of consumers have received duplicate communications.

47% of consumers get annoyed by inaccurate data and 37% worry what else may have been recorded incorrectly.

"The findings show that consumers are willing to share their data with organisations if they see a benefit in doing so. Consequently organisations that secure consumers’ trust by showing that they care about their customers’ data are best placed to secure up-to-date details in the first place," said Joel Curry, managing director of Experian QAS.

The data quality challenge organisations face is not trivial. The average adult has lived or worked at eight addresses for more than three months, and UK adults have, on average, four functioning email addresses, and two mobile phones registered to them.

"It is therefore crucial that businesses capture, manage and use data to effectively service their customers," Curry said. "However, the research also shows the importance of investment in data quality in order to improve customer relations, retain them, improve brand experience and ultimately increase customer base."


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