Here's What We Know
With an average customer contact database health score of 47%, companies are failing themselves and their customers.
If an executive asks “how healthy is our customer contact database," is the response a vague “it’s pretty good?" As Forrester's Director of Customer Marketing, I learned
- A customer contact database decays 2% monthly and bad customer contact data impacts 3-5% of annual contract value.
- Bad data is the second biggest challenge when running customer campaigns.
- The third largest buying signal is being a past customer and 20% of new business revenue can come from repeat buyers.
The State of B2B Customer Contact Databases report says
- Less than half of companies update and enrich their customer contact database.
- 60% of companies have customer email open rates less than 30%
- Only 12% of companies have a program to identify, nurture, and incentivize customers who left their employer
Impact Cuts Across The Organization
