High investments directed to sophisticated strategies, persuasive texts and creative campaigns do not always turn into the expected results. This frustration, quite common in the market, is often not related to the quality of execution, but rather to an element often neglected: outdated contacts.
More than just a database, a qualified, lively and reliable contact base is the true foundation of any successful corporate campaign. Ignoring this point can compromise not only the delivery of the shares, but also the relationship with the target audience and, consequently, the return on investment (ROI).
Managers and decision makers recognize the value of data as a source for strategic actions. However, it is useless to have a large volume of information if there is no guarantee that these data are true, valid and updated. According to a study by Validity, 75% of respondents state that approaches based on inaccurate or outdated data lead to the loss of customers and hinder the actual measurement of the results of actions.
The problem goes beyond incomplete registrations or typing errors. The real bottleneck is the lack of follow-up of the communication journey. Many contacts return to the relationship cycle after a period of inactivity, but by other numbers or channels. Not recognizing this pattern prevents the company from adjusting its actions in real time and compromises the use of opportunities. Without a continuous validation structure and without proper integration between the databases and the channels that consume the data, the base quickly becomes obsolete 'although apparently bulky.
The lack of governance over the data and the lack of mechanisms that prioritize the right number for each CPF generate direct impacts: poorly targeted campaigns, ineffective attempts, wasted money, operational rework, loss of performance and, in more sensitive cases, wear and tear in the relationship with the customer by insisting on wrong or repeated contacts.
In addition, the lack of intelligence on return behavior nd how and when the client reengages DO prevents the construction of more effective rapprochement strategies.The result is an operation that tries, without discretion, multiple numbers for the same CPF, consuming resources, team time and taking legal risks, such as violations of the LGPD by improper contacts.
Although it seems like a complex problem, this scenario can be reversed with methodologies that prioritize the intelligent use of data. The key is to direct efforts to the validated number, with a greater probability of response and aligned with the history of relationship with that CPF. Having an enriched, updated and strategically built base is essential to ensure that the message reaches those who really matter 'on the right phone, by the right channel, at the right time.
In this context, technology plays a central role, not only as a punctual validation tool, but as part of a continuous relationship structure. Models based on inference and behavior, combined with a daily feedback system, make the contact base a living asset 'Able to learn from data and continuously improve.
More than identifying if a number is active, it is essential to recognize which contact has the greatest potential to generate results. This means reducing attempts, increasing the rate of effectiveness, protecting the brand image and offering a more relevant customer experience.
The use of data-driven decision layers is what differentiates high-performance operations from those that only fire for everyone. So it is critical that companies adopt models that not only clean data, but learn from it. What worked? When did it work? And what can work again?
Treating the contact base as a strategic asset io integrating external sources, historical behavior, operator validation and channel preferences IO is the safest way to generate real value. After all, no one likes to be impacted by a communication that makes no sense for their moment or profile. And in the same way that over-trying harms the customer, it also harms the company.
Avoiding this type of wear requires consistency, intelligence and structure. A living base is one that evolves over time, adapts to customer behavior and delivers value to both the sender and receiver.
