Three good reasons to have updated customer data:
- Incorrect information in customer records creates frustration and bad reputation. For example if you are using the wrong name or the wrong gender, communicating with someone who is deceased or is delivering to the wrong address.
- Order and invoicing systems with duplicates or incorrect information can result in customers not being billed.
- Storing incorrect personal data in customer records may violate GDPR which can be punishable.
Here you can read how to best ensure that your customer records are up-to-date and accurate!