Shortfacts - November 2019

Critical: Lack of customer data quality

More than one in three companies is dissatisfied with the quality of its captured and processed customer data, rating it as low or rather low.

Incomplete data is the biggest annoyance for 88 percent of the survey participants. This is closely followed by duplicate or multiple customer data. This is a problem for 82 percent.

This was the result of a recent survey by Uniserv. In order to support customers optimally, however, a corresponding data quality is an indispensable prerequisite.

The vast majority of the decision-makers surveyed (93 percent) also attest to this: Data quality is of high importance for their customer data management. Against this background, however, it is surprising that just under one in five (19 percent) do not take any measures to optimize the quality of their customer data.

According to the respondents, this is mainly due to a lack of capacity or because their company does not prioritize improving customer data.

This was said by 76 percent in each case. Just under one in two states that there is a lack of awareness among management and employees. Another 45 percent complain that they have no technical means of optimizing the quality of their customer data.