While marketers acknowledge that data quality affects the customer experience, companies lack accurate information to improve things, according to a new report from data management company Experian QAS. According to Experian's “Data Quality and Customer Experience” report, companies manage contact data to improve efficiency, customer satisfaction and business decisions, but 94 percent of study respondents suspect their customer and prospect data might be inaccurate. Also, 92 percent said they have duplicate data within their systems, caused primarily by human data-entry errors and 93 percent said they have been negatively affected in some way during the past three years as a
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