Our Industry just doesn’t need these headlines..
Twice in as many weeks we have seen headlines likes these relating to sloppy data quality from two of the UK’s largest brands.
First up, we have Tesco who seem to have been a bit remiss when dealing with consumer data updates, such as ‘Deceased’!
If you’re going to get one thing right when it comes to adhering to basic data quality guidelines, please ensure you have bullet proof processes to capture critical life stage changes, such as Death.. Reported from the BBC
The second comes courtesy of Aviva Insurance, who really do need to be named and shamed after mailing a customer that passed away 10 years ago.
Aviva has apologised to a widower for sending two letters to his late wife offering a health policy, even though it knew she was dead. The letters from Aviva were both addressed to June Davies “deseased” (sic) in Torquay, Devon.
Whilst the fact that an incorrectly spelled ‘Deceased’ comment had to be captured within the address fields is one issue, this should have been picked up as part of the data quality verification process pre-load and via the DQ data cleansing process from the mail producer. Simple screening for embedded comments and their mispellings in names and address should surely be standard practice for our industry by now?