Maintaining accurate customer data is often a task that is incredibly complicated. Apart from the challenge of ensuring correct address, phone number, and email information, there is the challenge of resolving data from multiple sources that may or may not belong to the same person.
One of the primary reasons for getting accurate data is to provide exceptional customer service. When your customer enters data, that customer has a reasonable expectation that the information entered will be used to provide the agreed upon goods and services. Unfortunately, it is easy for customers to mistype or transpose letters and numbers, which can result in inaccuracies and problems in delivering the services that customers expect.