Having clean data provides you better insights about your customers. This supports your ability to create a positive customer experience. With a clear picture of your customers, it’s easy to improve marketing messaging, sales strategies, and even customer service. Also, by having accurate data, your marketing campaigns can speak well to your target audience.

Meanwhile, your analytics will draw wrong conclusions about your customers if you keep dirty data. In addition, your customer service may be jeopardized if customers are offered with poorly targeted messages. Therefore, you need to ensure your customer data is always of the utmost quality. This will help you get the most value from your customer insights and analytics.

Duplicate data is one of the repercussions of dirty data. When left unmanaged, it can wreak havoc on your business. Imagine your sales team calling one customer multiple times in a day. More often than unrequested contact, this will result in lost profit.

Moreover, when you send emails to outdated addresses, you increase bounce rates and spam complaints. As a result, customers will probably abandon your business if they receive irrelevant information from you. To protect your brand reputation, you need a data cleaning process to ensure you only reach the right people. Also, this can be a good strategy to maintain your brand integrity.

Business enterprises that work on improving the consistency and increasing the accuracy of their data can drastically improve their response rates which results in increased revenue. Clean data can help business enterprises to significantly reduce the number of returned mails. If there are any time sensitive information or promotions that the enterprise wants to convey to their customers directly, accurate information can help in reaching the customers conveniently and quickly.

Duplicate data is another aspect which can be effectively eradicated by data cleansing. According to Sirius Decisions, the financial impact of duplicate data is directly proportional to the time that it remains in the database. Duplicate data can significantly drain the enterprise’s resources as they will have to spend twice as much on a single customer. For example, if multiple mails are sent to the same customer, they might get annoyed and might completely lose interest in the enterprise’s products and services.