A look at the quality of dutch customer data

In order to stay in touch with customers, organizations are required to keep the data in their database correct and up to date. This is even a legal obligation under the General Data Protection Regulation. But because of important events in our lives such as moving, getting married, living together, divorce, birth and death, data changes constantly. How complete and up-to-date are the addresses in an average customer database? We conducted an extensive analysis of the data quality of almost one hundred medium-sized and large companies.


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