UK consumers have been let down by data management practices and are regularly changing their details, according to new research commissioned by Experian QAS.
The survey of 1,077 adults in the UK found that 73% of people had recalled errors in their personal data after sharing it with organisations over the last year, with 36% saying they had to be contacted twice.
Another 47% said they got annoyed by inaccurate data, while 37% said they worried what else may have been recorded incorrectly. And some 30% said they think less of an organisation when they make a mistake.
Joel Curry, managing director of Experian QAS, said it is crucial that businesses capture and manage data in a way that serves their customers.
"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."
Digitalbox CEO Alex Attinger added: "We live and die by our reputation, with accuracy essential to our clients, their customers and email ISPs. It’s therefore important that we work to protect and add value to our data, which we see as a precious asset."
However, the research highlighted that maintaining such data can be a challenge as customers are changing their data more than ever before.
On average, UK adults have lived or worked at eight addresses for more than three months as well as four active email addresses and two mobile phones numbers.
