For Customer Marketing & Customer Success Teams
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?" This is not good enough and translates into lost influence, missed opportunities, and wasted engagement efforts.
As Forrester's Director of Customer Lifecycle Marketing, I learned
- Customer contact databases decay 20% annually.
- Bad data is the second biggest customer campaign challenge.
- An important buying signal is being a past customer. Only 12% of companies have a formal repeat buyer program.
The Repetitos State of B2B Customer Contact Databases report says:
- Only 29% of companies updated their customer contact database in the past six months.
- Two-thirds of companies have customer email open rates less than 30%.
Can't AI Do This?
Managing a customer contact database is an art and science. The integrity of your data is all over the place, and very few companies have an agreed-upon definition of customer contact data quality.
We use a combination of AI and human-informed oversight to find the contacts and accurately update & enrich their information.
Our domain expertise enables us to identify trends, provide an analysis, and offer short and long-term recommendations. As an example, for every customer contact in your CRM, 2-3 should be added. These contacts may not know what your product does for them, and should be nurtured.
Impact of Contact Data Health Cuts Across the Organization
