‘Gone aways’ is a term used for people who have moved address, in many cases when gone aways move home they fail to notify that they have done so, ultimately leading to a breakdown in communication and potentially becoming a lost customer.
Gone aways are a key data decay catalyst in consumer databases. When you consider around 1 in 10 people move home each year you can appreciate that your business might hold a large quota of incorrect customer data, which may not only lose you custom, but may also be a breach of Data Protection legislation.
Gone aways have a profound effect on many businesses across many industries and for many different reasons.
The first step in tackling the problem is identifying genuine gone aways. The most efficient and cost-effective way of doing this is to perform a thorough data cleansing exercise of your entire database, which should include gone away suppression or flagging.
Once gone aways have been identified you may wish to trace them. TraceIQ our online tracing system holds fresh contact information for the majority of the UK population, enabling you to trace customers who have become gone aways.