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Thought leadership

Some interesting stats in this week’s newsletter from the Data and Marketing Commission’s (DMC) latest report which confirms that while data management and privacy remain the biggest concerns there was a marked reduction in complaints against businesses in the data and marketing sector – from over 130 in 2018/19 to just 63 in the last year.

The DMC investigated 23 complaints involving members of the Data and Marketing Association (DMA), 15 of which were consumer complaints and 8 were about B2B issues. The majority of these issues relate to data, privacy and quality with contractual and customer service problems making up the remainder.

The remaining objections involved organisations that are not members of the DMA and so were referred by the DMC to other statutory or self-regulatory bodies. However, in some cases, particularly where they involved consumers unable to unsubscribe from unwanted communications, the DMC did reach out to the business to provide a reminder of its legal commitments and request that it unsubscribe the individual.

Amerdeep Somal, Chief Commissioner of the DMC says “Understanding how customers think and feel, and what drives their behaviours, is key to customer management and to maximising loyalty. Underlying all the complaints that we see is the standard and quality of an organisation’s customer service,” said. “How does a business capture the right information to get to the heart of what matters to a customer, then act on this information to improve customer experience? This will be more important than ever during these challenging times, the pandemic and post Brexit.”

He continues: “The impact the pandemic has had on our society cannot be underestimated and we all have a crucial part to play in weathering the storm. More important still is the change that is required within the industry itself to ensure it retains, and in some cases regains customer support. That means keeping front of mind the lessons of the lockdown that the success of the industry is founded on customer support, which should never be abused or taken for granted.”

Interesting trends illuminated here – and the issues and challenges thrown up will be discussed in detail at our upcoming Virtual Future of Martech Conference in the Spring. Look forward to welcoming you there.

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