In today’s business world, digital customer data plays a crucial role in a company’s success. Provided they are correct and complete. However, a recent study revealed considerable deficiencies in data quality: around one in eight addresses in the customer master data of many organisations is incorrect.
In addition to addresses, payment and communication data are also deficient. The reasons for this manifest themselves along the entire customer journey, for example because customers do not communicate changes to their mobile phone number or address or they make mistakes when creating customer profiles or because companies generally request too little data.