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Poor data quality 'can cause PR disaster'
Jul 30 2010, 13:38 PM
Businesses that have poor data quality could experience a PR disaster if they do not solve the underlying issues.
According to Dylan Jones, Editor and Founder of Data Quality Pro, this is because customer complaints will harm the image of a company.
He explained that in the age of social media, stories of data quality issues can spread quickly among consumers, doing damage to the reputation of the organisation.
"This is the new reality for any service company that continues to ignore data quality management in the age of new media. Your customers now have a voice," he said.
Mr Jones added that data quality problems that are not investigated and solved can therefore harm the reputation of a business, because news can spread quickly of the issues through the communities formed by consumers via social media websites.
Kevin Slatter, Managing Director of G2 Data Dynamics, recently told Marketing Week that quality is more important than quantity with regard to data.
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