Mobile details 'more private than sex'

Consumers are getting so fed up with being bombarded with poor marketing that most would rather tell firms whether they were straight, gay or bisexual than hand over their mobile phone number, according to a new study.
Research commissioned by Experian QAS claims that many customers are being let down by current data management practices as businesses struggle to keep up with the sheer scale and frequency of change in consumer information.
While 52% would rather share details of their sexual orientation than their mobile number, 47% get annoyed by inaccurate data and 37% worry what else may have been recorded incorrectly.
This is reinforced by the finding that 73% of those surveyed recall errors in communications from organisations in the past 12 months; 36% received duplicate communications.
The research highlights that a key challenge for organisations is the frequency that customers change their contact details. With findings highlighting that on average, UK adults have four functioning email addresses, two registered mobile phones and have lived or worked at an average eight addresses for more than three months in their lifetime, maintaining such data can be a challenge, says the study.
Aware that they are critical to an organisation’s livelihood, especially in a continuing harsh economic climate, customers’ expectations are high. This means that the stakes for businesses have increased, with the slightest error in contact data serving to irritate and alienate customers. Some with 84% agree that ‘customers are the most important thing for a company to look after’.
“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,” commented Experian QAS managing director Joel Curry.
“It is crucial that businesses capture, manage and use data to effectively service their customers.
Not only does incorrect personal information irritate consumers, trust is also eroded. Over a third have less faith in the organisation to do a good job while 30% think less of an organisation, and 22% say they feel less valued by the business.
Digitalbox chief executive 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. As this research demonstrates, creating and maintaining the highest level of quality data is at the heart of every successful business. Where customers are concerned there is no room for compromise.”