Inaccurate Reporting and Less-Informed Decisions

[Raihan8]

Imagine this: There is a contact in your database with an obscure job title. Maybe it is a magic supply company and the owner’s title is “chief magician.” He is, hopefully, the only person in your database with this title.

Now let’s say that, due to an import error, you accidentally imported his contact record more than 50 times, and your CRM system missed it because the record had no email.

Now you have 50+ chief magicians in your customer usa number phone database. If you were to run a report about job titles in your database, chief magicians would be overrepresented.

This is a ridiculous example, of course. But it does paint a picture. Imagine that same issue for more popular job titles like chief marketing officer or vice president of operations. How many of them are being overrepresented in your data due to an unmitigated duplicate data problem?

And what if you make decisions based on that data? Without understanding how many duplicate records you have in your database, your “data-backed decision-making” might not be as precise as you thought. And discerning which fields and reports are generating problematic data is almost impossible without bulk deduplication.

9. Harmed Brand Reputation
For many of the reasons mentioned in this article, duplicate data hurts the reputation of your brand. And that is something that you don’t want to mess with.

Poor brand reputation doesn’t only impact customers, either. Negative reputation costs companies at least 10% more per hire—because that’s the increase in salary necessary to attract talent to a business with a poor reputation, according to Harvard Business Review.

Duplicate data will cause your marketing team to make mistakes like calling people the wrong name, contacting them multiple times with the same offers, and generally under-personalizing all of their marketing messages due to duplicate data.

Sales teams are slow and ineffective when they have to worry about working around a duplicate problem. Support teams can’t provide a good experience to customers. The C-suite might make errant decisions based on skewed reporting and forecasting.

All of this ends up impacting the experience of your prospects and customers and ultimately leading to less positive feelings about their experience with your brand