If our aim is to bring in pipeline and we’re looking at 2% of our data becoming obsolete every month just through natural erosion let alone duplications and errors, how much of our time and money is wasted? A lot.
The same eDM goes to the same contact multiple times. A poor impression for a prospect, let alone a customer. Mail is delivered to the wrong address. That’s wasted time and money. In fact, 33% of those surveyed said that staff had been deployed inefficiently and 91% said that budgets have been wasted over the last 12 months.
So, what’s the result? A negative impact on profitability. Inaccurate data is an obstacle to acquiring and retaining customers, causing inefficiency which affects profitability. What can we do about it?