Keeping your direct mail data clean. Transactis research

By Most consumers lose little sleep over the level of data security or the way their personal information is handled by their favourite brands and their relationship with the company usually proceeds smoothly until there is a problem.

In other words, consumers tend to presume that their data is being handled in a careful and intelligent way as long as they receive good service and sensible communications from a company.

If communications are correctly addressed and relevant to their history, the consumer perception is that a company is using their data well and taking good care of it.

But, their confidence can vanish instantly if the wrong order comes, or a delivery goes to the wrong place, or they start to receive unexpected and badly targeted messages. In the worst-case scenario, they may even find that careless data handling has resulted in fraud.

A recent survey by Transactis has found nearly 90% of 2,000 respondents surveyed saying that if they are getting a good service and relevant communications from a company, then they assume that it is looking after their data properly.

But the survey also reveals that even repeated negative experiences lead consumers to become very suspicious of how their data is being used and taken care of, and less comfortable entrusting it to a business.

Read the findings in full by downloading the report below.