Data decay is the gradual decrease in CRM data quality over time due to changes in account and contact information. Data decay reduces sales and marketing effectiveness and may cause a bad customer experience due to disrupted communication.
Examples of data decay:
- A primary contact leaves the company and their email address and phone number are deactivated.
- A company moves their corporate headquarters and changes their billing address.
- A contact changes roles within the same company and is no longer involved in decisions concerning your product or service.
- A current customer is purchased by another company and changes their company name.
