Report: Data quality lift helps organisations better realise CX, business objectives

Experian survey shows three in four businesses that improved data quality exceeded business objectives in 2021 including operational resiliency, customer experience management and digital transformation

Three in four businesses that improved data quality in 2021 were able to exceed business objectives, a new survey has found.

The latest Experian Global Data Management Report was based on a survey of 905 data practitioners across the US, UK, Australia and New Zealand. Roles stretched from IT to customer service, operations and c-suite. It found 75 per cent of those who improved data quality over the past year exceeded business objectives stretching from customer experience lifts to improvements to talent and data security.

For example, by being data-driven, 95 per cent of Australia and New Zealand respondents either saw or expected to see improvements in operational resiliency, while 91 per cent saw or expected digital transformation improvements. Nine in 10 cited better decision making as an outcome of data-driven practices, and 90 per cent saw business resilience lifts. Overall, 87 per cent said digital acceleration has made them more reliant on quality data and insights.

The top business priority for A/NZ respondents over the next 12 months is improving customer experience (57 per cent), with 39 per cent agreeing poor data quality having a direct impact on these ambitions. Across respondents, 91 per cent saw an agile data management program delivering customer experience benefits, and 88 per cent said being data-driven helps them stay on top of customer needs and market trends.  

On the flip side, 80 per cent of A/NZ businesses said inaccurate data hurt their ability to respond to market changes throughout Covid-19 so far. Across respondents, 27 per cent felt their business’ data could be inaccurate and one-third admitted their CRM data is not great.

A big challenge is keeping up with changing customer behaviours, sentiments and actions. For instance, 68 per cent of respondents said their contact data is decaying faster than ever, a source 89 per cent agreed was more important than ever in reaching customers effectively. Adding to the issue is the fact respondents are managing up to 20 databases, making a single customer view an ongoing challenge.

When it comes to the direct impact, 39 per cent said poor quality contact data had a negative effect on customer experience, and 34 per cent said it slows down their ability to understand who their customers are.

Top sources of contact data are email, identity data, location / delivery point data, phone data, social media handles and identifiers and address data.

“The majority of local businesses surveyed understand the role data quality and management plays in improving the customer experience and almost half plan to upgrade their CRM or ERP soon,” Experian A/NZ general manager for data quality and targeted, Steve Philpotts, commented. “If we think about ecommerce businesses as an example, accurate address information helps deliver packages quickly, which is a critical component of the customer experience and driving repeat business.”

Not surprisingly, data management remains a hot area of employment investment, with Experian’s report showing 85 per cent of businesses hiring data roles. Top of the priority last for next six months are data quality analysts, data analysts and data engineers.

Don’t miss out on the wealth of insight and content provided by CMO A/NZ and sign up to our weekly CMO Digest newsletters and information services here.  

You can also follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, follow our regular updates via CMO Australia's Linkedin company page    


Join the newsletter!


Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

More Videos

More Brand Posts

What are Chris Riddell's qualifications to talk about technology? What are the awards that Chris Riddell has won? I cannot seem to find ...


Digital disruption isn’t disruption anymore: Why it’s time to refocus your business

Read more



CMO's top 10 martech stories for the week - 9 June

Read more

Great e-commerce article!

Vadim Frost

CMO’s State of CX Leadership 2022 report finds the CX striving to align to business outcomes

Read more

Are you searching something related to Lottery and Lottery App then Agnito Technologies can be a help for you Agnito comes out as a true ...


The Lottery Office CEO details journey into next-gen cross-channel campaign orchestration

Read more

Thorough testing and quality assurance are required for a bug-free Lottery Platform. I'm looking forward to dependability.

Ella Hall

The Lottery Office CEO details journey into next-gen cross-channel campaign orchestration

Read more

Blog Posts

Marketing prowess versus the enigma of the metaverse

Flash back to the classic film, Willy Wonka and the Chocolate Factory. Television-obsessed Mike insists on becoming the first person to be ‘sent by Wonkavision’, dematerialising on one end, pixel by pixel, and materialising in another space. His cinematic dreams are realised thanks to rash decisions as he is shrunken down to fit the digital universe, followed by a trip to the taffy puller to return to normal size.

Liz Miller

VP, Constellation Research

Why Excellent Leadership Begins with Vertical Growth

Why is it there is no shortage of leadership development materials, yet outstanding leadership is so rare? Despite having access to so many leadership principles, tools, systems and processes, why is it so hard to develop and improve as a leader?

Michael Bunting

Author, leadership expert

More than money talks in sports sponsorship

As a nation united by sport, brands are beginning to learn money alone won’t talk without aligned values and action. If recent events with major leagues and their players have shown us anything, it’s the next generation of athletes are standing by what they believe in – and they won’t let their values be superseded by money.

Simone Waugh

Managing Director, Publicis Queensland

Sign in