With an average customer contact database health score of 47%, companies are failing themselves and their customers. Bad data translates into missed revenue opportunities, wasted engagement efforts, and a loss of customer influence.
If asked, “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.
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. With no common definition or agreed-upon ownership of the customer contact database, 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 Database 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 Healthy Data Cuts Across the Company
