Two Records, One Customer: The Hidden Cost of Dirty Data

 Imagine this: the same loyal customer has been shopping in your stores for years. They’ve visited multiple locations, used different phone numbers, emails, and payment methods. In your system, that single customer now exists as eight different customer accounts—and that doesn’t even include their recent purchases from your online store. This isn’t a rare case. It’s a textbook example of dirty data — and it’s costing businesses time, money, and trust.

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