Having accurate and up-to-date customer data is not only crucial from a commercial point of view, but it is also a legal necessity too.
The General Data Protection Regulation (GDPR) comes into force in May 2018, and organisations that have out-of-date and inaccurate data about their customers will be in breach of the Regulation and subject to punishment.
And this should be a major cause for concern for many businesses - because, as this infographic from DMC Software reveals, the scale of the data problem is alarming.
Neil Davey is the managing editor of MyCustomer. An experienced business journalist and editor, Neil has worked on a variety of newspapers, magazines and websites over the past 20 years, including Internet Works, CXO magazine and Business Management. He joined MyCustomer in 2007.