With an average customer contact database health score of 47%, companies are failing themselves and their customers.
If someone asks, “How healthy is our customer contact database?", is the response a vague “It’s pretty good?" These are your customers, and pretty good is not good enough. Bad data translates into lost influence, missed opportunities, and wasted engagement efforts.
As Forrester's Director of Customer Lifecycle Marketing, I learned that
- Customer contact databases decay 20% annually.
- Bad data is the second biggest customer campaign challenge.
- Only 12% of companies have a formal repeat buyer program.
HERE'S THE SQUEEZE. There is often no common definition or agreed-upon ownership of the customer contact database across customer success, experience, marketing, or ops teams. So, it's no surprise that only 29% of companies updated their customer contact database in the past six months (see the State of B2B Customer Contact Databases Report).
Can't AI Do This?
Managing a customer contact database is an art and a science.
We use a combination of AI and human-informed oversight to find the contacts, fix the false positives, and update & enrich those that AI can't.
Our domain expertise enables us to identify trends and offer short/long-term recommendations. As an example, for every customer contact in your CRM, there are 2-3 that can and should be added.
The Impact of Bad Data Cuts Across the Company
