What is the cost of poor customer data?

Data quality loses out to everything else in prioritization because the cost is not recorded anywhere. Nevertheless, it is real.

Time lost

Salespeople searching for the right contact, caseworkers asking customers for information you already have, and the finance department reconciling accounts manually. Add up the hours — the number is often surprising.

Sales that don't happen

Leads that are not followed up because the phone number was incorrect. Customers who do not receive the offer because they are missing from the segment. This is lost revenue that will never appear in any financial statements.

Marketing to the wrong people

Sending to outdated addresses harms deliverability for everyone. Sending to the wrong segment leads to unsubscribes you can't win back.

Decisions based on faulty information

The most costly. If strategy is determined based on reports built on incomplete data, the error can be significant without anyone discovering the cause. In that case, you have not saved yourselves a clean-up job—you have taken a risk.