Good data quality could help you keep customers

s a survey shows that consumers in New Zealand are not afraid to take their service elsewhere if they have a bad customer experience, businesses should be thinking of ways to improve their service.

The iStart Customer Experience Survey showed that 80 per cent of people would withdraw loyalty from a company following a bad experience, and three-quarters of customers would tell at least one friend about their bad experience.

Microsoft New Zealand customer and partner experience director Jan Ferguson said: "The survey shows businesses need to be listening to consumers and providing positive engagements with customers, as poor performance will result in many customers voting with their feet."

Ensuring data quality is one way in which to do this, as it ensures that companies will always have the right data for the customers they are dealing with.

Data cleansing can also help, because it means that no more data than is necessary will be kept by any company at any time.