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DQ Blog Data Quality How Accurate Is Your Customer Data?

How Accurate Is Your Customer Data?

Martin Doyle December 13th, 2012 Data Quality

One of my favourite retailers has been collecting my details every time I shop there for about the last five years. Whether I shop online or I go to the store to make a purchase I am asked for my details, I am obviously on their database as a customer and prospect.

I am fine about this, it is a store I shop in a lot and I do not object to them sending me information on items I am interested in. They send me details on new arrivals and also based on the information they have gathered about me they are able to send me information on items they “think” I might like. I regularly receive emails from them which are interesting and more to the point appropriate to myself and my family.

This has been the case so far and I am happy with it, however, when this large retail organisation sends me an email they continually address me as Mrs Williams which is not my salutation!!! Williams is not even my surname.

So they have done all the right things. However, their inaccurate data leads me to doubt how correct the data is they hold on me and how well they really know me!

They are at risk of upsetting me if they continue to get it wrong. How long will it take for me to get really annoyed and start to shop elsewhere?

According to Experian

  • £51 billion is lost each year due to defections and abandoned purchases as a result of poor customer experience.
  • 45% would walk away from a company that contacted them via channels they had previously asked not to be.
  • 84% would leave a company if it had previously made a mistake as a result of not having a single customer view.

Collecting data on individuals and companies is all part of this new era we are living in, Big Data is only going to get bigger. However, companies need to make sure they get it right.


Written by Martin Doyle

Martin is CEO and founder of DQ Global, a Data Quality Software company based in the UK. With an engineering background, Martin previously ran a CRM Software business. He has gained a wealth of knowledge and experience over the years and has established himself as a Data Quality Improvement Evangelist and an industry expert.