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.
- Attempting to contact a gone away at a previous address is time misspent and might reflect negatively on your brand; the new occupier could perceive you to be out of touch with your customer base.
- It is a requirement that under Data Protection legislation, all stored data must be current and relevant – holding historic data could be considered a violation of the law.
- A gone away has the potential to be a valuable customer, this reason alone makes identifying and tracing a gone away significant.
Locate gone aways
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.
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