In a difficult economy, companies must spend money where it will have the greatest impact on revenue. Unfortunately, spending money to better manage data is not always the top priority when it comes to customer relationships. Far from it. Data is often an afterthought when companies face the task of developing, nurturing and creating new connections with customers.

In reality, data management can significantly influence how a customer interacts with your brand, whether you’re a brick-and-mortar retailer selling sporting goods or a financial services company selling securities. Improperly managed data will ultimately affect your relationship with customers – and impact your bottom line.

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