As businesses offer more multi-channel opportunities for customer interactions, they increasingly rely on data to communicate with customers and provide business intelligence. However, as much as 94 percent of businesses surveyed say that there is some level of inaccuracy in their systems, according to “Data Quality and the Customer Experience: Today’s consumer and how contact data affects relationships,” a white paper from Experian QAS.

According to the survey results, fewer than 1 percent of businesses lack a data quality strategy and data accuracy improved an average of 8 percentage points from last year. The most common types of errors are noted in the survey are incomplete or missing data, outdated information and duplicate data, and 92 percent of organizations said they have duplicate data within their system.

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