Research released recently shows that 88% of UK consumers would change their attitude to a company if they were mailed with incorrect contact details.
The research carried out by Callcredit Information Group, Marketing Solutions identified that:
• 33% would lose confidence in the brand
• 15% would never buy from the company again
• 40% would never respond to any of their marketing communications
The research identifies some worrying trends in terms of the types of consumers who would be ‘turned off’ by a company’s poor data maintenance programme:
• Females would be much more likely to change their perception of the brand than males.
• Older audiences seem to be especially affected, with the over 45s age group being 5% more unlikely to respond to a communication than those aged 18-44.
• 46% of affluent couples and singles asked would lose confidence in the brand.
• Of those surveyed 55% would not contact the company to update their details. In fact, the greater the affluence the less likely consumers were to correct their details. Of those who said they wouldn’t update their details with the company:
o 70% had an annual household income of more than £40,000
o 61% were home owners
Caroline Worboys, Managing Director of Callcredit Information Group, Marketing Solutions, comments:
“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.”
