For many retailers, the challenge isn't attracting customers. It's maintaining an accurate view of them. Today's customers engage through multiple channels. They browse online, call customer service teams, respond to marketing campaigns and, in some sectors, still place orders through traditional mail. Every interaction creates data and every new piece of data introduces the potential for duplication, inconsistency and error. Our latest customer story with Chums demonstrates exactly why customer data quality remains so important and how a well-designed data management strategy can improve accuracy, reduce costs and protect brand reputation. The Challenge: Many Channels, One Customer Since 1981, Chums has built a successful home shopping business serving customers across the UK. While around half of its business now comes [...]