How Duplicate Data can cost you?
Duplicate records in your database can result in higher data management expenses, erode customer confidence and leave employees demotivated. While duplicate data seems like a small challenge when stored in a database, it can cause chaos in real business operations and marketing campaigns.
The levels of duplicate data in a database are often underestimated. For companies with nor formal data management or data governance policies in place, duplicate data can be as high as 25% of the total records.
Loss of Customer Confidence
When customers receive the same communications twice, they instantly know that the company they are dealing with has some challenges in the way customer information is stored, giving rise to other doubts on data confidentiality and security. Such doubts can quickly lead to brand erosion and loss of business.
Duplicate data also causes multiple calls from different sales personnel and support staff adding to the disappointment of even more loyal customers. Duplicate sales calls, emails or marketing fliers add to costs. For an organization with a thousand customers, 25% duplication rate mans 250X transactions. Owing to this effect of duplicated data, more the data used, more losses accrue. Costs of duplicated data can sometimes exceed $100 per duplicate record.
Data duplication also increases the manual effort involved in reconciling data. Occasionally duplicate data is known to have resulted in duplicate payments.
Owing to the chaos caused by duplicate data, employees stop using databases. The residual good data in the database remains unused owing to a confidence crisis on the overall quality of the whole database. Even after data cleaning efforts, employee confidence would be hard to restore.
This hits call and recovery rates in revenue cycle and liability management types of operations.
In many cases duplicates are not identical to each other. Each duplicate customer entry has a few pieces of information which are common, but there could be other information about the customer that might be slightly different. Unless a proper compare and merge operation is performed, different employees could be using different customer information sets, further adding to the customer and employee dissatisfaction.
Data duplicates may seem like relatively harmless excess customer records. Their effect on marketing and business activities can result in erosion of customer confidence, brand erosion and employee attrition.