Shortfacts - February 2019

The challenge of data quality

Bad data is expensive. This is especially true for customer data, as completeness, timeliness and accuracy are particularly important here. For example, 37% of companies have to contend with incorrect customer data.

One in five even complain about undeliverable mailings and returns due to incomplete, outdated and multiple customer data stored in the system. This was the result of a survey of 143 companies in the DACH region conducted by Uniserv, a specialist provider of customer data management solutions.

The majority of companies surveyed by Uniserv (82%) seem to be aware that concrete measures are required to maintain and improve data quality. However, this proportion has fallen compared to the previous year's survey.

One of the most frequently cited reasons why respondents do not take measures to maintain or optimize the data quality of their customer data is a lack of awareness of its importance for business success among management and employees. One in three also criticized the lack of technical possibilities.