Why is data cleansing important?

• Incomplete data - missing phone numbers, postcodes, and other essential contact data can waste valuable time and lose customers.
• Errors in data - incorrect and misspelt contact data can damage your company’s image and affect the response from your customers.
• Incorrectly formatted addresses - careless data entry or incorrect loading of data can also damage your company’s image and get a poor response from your customers.
• Obsolete data - your customer data may have been correct at the time of entry but can decay with time. Out of date entries can result in high bounce rates and lead to a poor company image at a high cost.
• Illegal data - your database might not highlight those customers registered with the TPS/CTPS which can result in the risk of high financial penalties and potential prosecution if they’re contacted. This can also be potentially damaging for your customer relationships. These checks will help you with GDPR compliancy.