Importance of data increases upon the usage of data. It is said that customer relationship management system is only as useful as the quality of the data it contains. Good data or high quality data can provide the most recent picture of a customer. In contrast, bad data i.e. data that are of low quality are incorrect or inconsistent. Good data is important for any company because it provides you with important information and you can use to personalize customer experience, improve customer satisfaction, and gain customer confidence, while bad data interfere with your ability to meet customer needs, therefore creating a divide between you and your customers. They are: decreased confidence; lost opportunities; and missing the big picture. Read more at: http://it.toolbox.com/blogs/insidecrm/3-ways-bad-data-hurt-customer-relationships-69607