- 85 % of UK SMEs are aware of the GDPR and 80 % are conscious that the GDPR requires knowledge to be saved clear and correct
- More than half of SMEs don’t clear their knowledge
- Only 40 % maintain their shopper knowledge in a CRM or comparable database
- 42 % of SMEs use unsolicited 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 aware of the General Data Protection Regulation (GDPR), however greater than half are nonetheless not cleansing their knowledge and due to this fact not adhering to the GDPR’s authorized necessities.
The survey of 1,110 SMEs, carried out in June by advertising and marketing 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 and marketing 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 general. The GDPR requires all buyer knowledge to be clear and up-to-date with a purpose to be compliant and authorized.
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Positively, the survey revealed that consciousness of GDPR is excessive: 85 % of all SMEs mentioned they have been aware of 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, which means that almost all of those that maintain buyer or prospect knowledge are aware of the laws governing storage of that knowledge. Eighty % of all respondents have been conscious that GDPR requires knowledge to be saved clear and correct or be deleted: though this nonetheless leaves one-fifth of SMEs who weren’t.
Direct mail stays a preferred type of advertising and marketing with 42 % of all respondents confirming they use bodily mailing for speaking with and/or advertising and marketing 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 probably that these communications will not be nicely focused.
“It was positive to see that awareness of the GDPR and the requirement to keep data clean and accurate (or else delete it) was so high amongst the UK’s SMEs, which would indicate that the GDPR has firmly embedded itself,” commented Scott Logie, Customer 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 big 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. Irrespective of the format it’s held in, centralising the shopper 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, in consequence, any advertising and marketing processes a lot extra environment friendly and efficient too.”
Download 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 Customer Care Research. 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 and marketing knowledge and perception firm that offers manufacturers the proper to be private. Data – significantly high quality knowledge and knowledge high quality – is on the coronary heart of all the things it does: REaD believes that there isn’t a advertising and marketing problem that knowledge can’t resolve.
To genuinely have interaction clients, manufacturers should create communications which are well timed, related and permissioned. REaD makes use of its unrivalled knowledge merchandise, perception and experience to helps its shoppers get nearer to their clients, providing market-leading knowledge high quality and cleansing options and trusted advertising and marketing knowledge.
For extra data go to readgroup.co.uk.
About Customer Care Research
Customer Care Research is an impartial organisation offering professional buyer targeted Business to Business, Trade, and Consumer Qualitative & Quantitative Research and Communications within the UK and overseas.
It recognises that good analysis and knowledge initiatives 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.