When business problems keep you up at night, data quality probably doesn’t make the list. Yet, you depend on accurate customer data to make business decisions and execute programs. It can be frustrating to discover how often that critical information isn’t accurate or complete.
Without designated ownership and clear documentation in place, managing prospect and customer data falls in the hands of many and can be a very manual process. As a result, prospect and customer databases lack key information – incomplete addresses, out-of-date email, no phone number at all. In a competitive market, losing contact with your customers sends your attrition rates soaring.