However, let's do a quick thought experiment: What is the cost of a lost customer? There are direct costs, such as the loss of an immediate revenue stream (i.e., subscription payments) or the loss of future revenue from product upgrades, purchases of accessories, service contracts, etc. In addition, there are indirect costs, such as the loss of purchasing influence, word-of-mouth advertising or even communications via social networks advocating on behalf of the product or service. Clearly, there are computable costs for customer attrition; in turn, the next question is what percentage of customer attrition can be attributed to unclean data? That provides a baseline framework for addressing the cost issue, at least for one impact vector.
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