- 85 % of UK SMEs are conversant in the GDPR and 80 % are conscious that the GDPR requires knowledge to be stored clear and correct
- Greater than half of SMEs don’t clear their knowledge
- Solely 40 % maintain their shopper knowledge in a CRM or comparable database
- 42 % of SMEs use junk mail to contact their clients or recruit new ones
London, 9 August 2021 – A brand new survey has revealed that 85 % of the small- to medium-sized companies within the UK are conversant in the Common Knowledge Safety Regulation (GDPR), however greater than half are nonetheless not cleansing their knowledge and subsequently not adhering to the GDPR’s authorized necessities.
The survey of 1,110 SMEs, carried out in June by advertising knowledge and perception firm REaD Group, additionally revealed that solely 40 % maintain their buyer and prospect knowledge in a CRM or different database: a surprisingly low determine given that companies want to keep up contact with their clients for gross sales and advertising functions, and by no means extra so than over the previous 15 months. Twenty-five % of these with a CRM indicated they didn’t run knowledge cleansing or replace processes: this rose to 61 % of SMEs total. The GDPR requires all buyer knowledge to be clear and up-to-date with a view to be compliant and authorized.
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Positively, the survey revealed that consciousness of GDPR is excessive: 85 % of all SMEs stated they have been conversant in the GDPR, no matter whether or not they had buyer knowledge in a CRM or different database. Of these with a CRM or database, solely six % weren’t acquainted, that means that almost all of those that maintain buyer or prospect knowledge are conversant in the laws governing storage of that knowledge. Eighty % of all respondents have been conscious that GDPR requires knowledge to be stored clear and correct or be deleted: though this nonetheless leaves one-fifth of SMEs who weren’t.
Unsolicited mail stays a preferred type of advertising with 42 % of all respondents confirming they use bodily mailing for speaking with and/or advertising to their clients. Sixty % of SMEs with a CRM perform bodily mailings, whereas 30 % of these with out a CRM additionally perform bodily mailings: it’s doubtless that these communications are usually not effectively focused.
“It was optimistic to see that consciousness of the GDPR and the requirement to maintain knowledge clear and correct (or else delete it) was so excessive amongst the UK’s SMEs, which might point out that the GDPR has firmly embedded itself,” commented Scott Logie, Buyer Engagement Director at REaD Group. “And whereas the vast majority of SMEs with a CRM or different database have been conscious of the necessity to clear and replace or delete their knowledge, there are nonetheless a major proportion who should guarantee they run the mandatory cleansing or updating processes required by the GDPR.
“We have been additionally intrigued by the truth that solely 40 % of SMEs maintain their knowledge in a CRM or different database. No matter the format it’s held in, centralising the client knowledge an organization holds right into a CRM or database is necessary, as a result of it makes the storage, administration and maintenance a lot simpler and, consequently, any advertising processes a lot extra environment friendly and efficient too.”
Obtain the total report right here: https://readgroup.co.uk/wp-content/uploads/2021/08/SME-research-2021.pdf
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Notes to Editors
The analysis was carried out amongst 1,110 SMEs with a turnover of as much as £25 million in June 2021 by Buyer Care Analysis. The outcomes have been weighted to nationally consultant standards, with the emphasis on turnovers as much as £4.9m.
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About REaD Group
REaD Group is a advertising knowledge and perception firm that provides manufacturers the fitting to be private. Knowledge – notably high quality knowledge and knowledge high quality – is on the coronary heart of every part it does: REaD believes that there isn’t a advertising problem that knowledge can’t clear up.
To genuinely interact clients, manufacturers should create communications which might be well timed, related and permissioned. REaD makes use of its unrivalled knowledge merchandise, perception and experience to helps its purchasers get nearer to their clients, providing market-leading knowledge high quality and cleansing options and trusted advertising knowledge.
For extra data go to readgroup.co.uk.
About Buyer Care Analysis
Buyer Care Analysis is an unbiased organisation offering skilled buyer centered Enterprise to Enterprise, Commerce, and Shopper Qualitative & Quantitative Analysis and Communications within the UK and overseas.
It recognises that good analysis and knowledge tasks are developed inside a partnership between themselves and the consumer.
Its specialist buyer, consumer, prospect and competitor information perception supplies enter into present enterprise motion plans, buyer relationship initiatives, picture and model analysis and future technique.
For extra data go to www.customer-care-research.com.