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Study: Poor data quality plagues customer experience

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Boston—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% of study respondents suspect their customer and prospect data might be inaccurate. Also, 92% said they have duplicate data within their systems, caused primarily by human data-entry errors, and 93% said they have been negatively affected in some way over the past three years as a result of contact data accuracy issues. Experian's report is based on an online survey conducted in December, polling 804 executives and managers who focus on data management.
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