Your business processing and marketing campaigns largely depend on clean and consistent data. Data cleansing plays a major role in maximizing the value of your customers and prospects. Statistically, data decays at a rate of over 30 every year. This combined with data-duplicates leads to general errors in company reports, data analysis and affects business development. br br Keeping an updated and error-free customer record database ensures that your money invested in offline and online mail campaigns isn’t wasted. If you have a huge customer database which hasn’t been cleansed in a long time, you might just need professional help.