If you look carefully at your customer database, you will most likely find a high number of duplicates. What are these duplicates costing you? More than you might think.
Creating duplicates is easy. All a customer must do is contact or order from you more than once. Enter the human element—a missing period, an alternate spelling or any oversight at all. Now, you have a new entry. Or you may be using different data sources that don’t synchronize; for instance one data source for CRM needs, one for sales and one for marketing.
What are the consequences?
Your print and mailing costs go up. You only need to mail your postcard, your flyer or your catalog once. Duplicates cost you money. Not to mention the