New report sets contact data management agenda

A new report reveals that 30 per cent of UK organisations – despite the emphasis on customer retention in today’s economic climate – have not profiled their contact data to understand who their most profitable customers are.

The free report ‘Contact data management: the wise investor’, examines organisations’ attitudes to data quality and also provides strategic advice on how to prioritise contact data management projects and track return on investment.

Stuart Johnston, UK Managing Director of Experian QAS, commented: “The bedrock for any customer management strategy is having high quality data insight.  Despite the 80/20 rule, nearly a third of UK organisations admit that they do not even know if they have the right name and address details for their most valuable client contacts.  Our new report provides the latest thinking on why contact data management is even more important in today’s climate and addresses the issues facing organisations right now, but also those they are likely to encounter in the future.”

The report also found – based on a survey of over 600 professionals responsible for data management in the UK – that less than half of respondents claimed to analyse their most profitable customers to help influence marketing strategy and drive new business revenues.

Stuart Johnston added: “Despite these stark findings, the good news is that the majority of organisations we interviewed said they plan to invest heavily in data quality over the next six months to improve their contact data management strategies. As our report outlines, investment should be governed by a clear strategy to ensure that it is concentrated in the right areas and will have a quick impact on business performance. ”

To obtain a free copy of Experian’s ‘Contact data management: the wise investor’ report, please go to www.qas.co.uk/invest

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