Without regular data cleansing, customer contact details and other consumer data can decay at an alarming rate, quickly becoming inaccurate and unreliable. People move home, emigrate, change their phone number, marry, divorce and die.
Your consumer data can provide valuable insight into your customer base. But if data is neglected, it could greatly impact resources and costs, and could even have a detrimental effect on your business reputation and brand. A fundamental aim of data cleansing is to ensure the records you hold are accurate and up to date; data enrichment
will further that process, adding value to your database.