High investments in sophisticated strategies, persuasive texts, and creative campaigns do not always translate into the expected results. This frustration, quite common in the market, often is not related to the quality of execution but to a frequently neglected element: outdated contacts.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 actions 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, having a large volume of information is useless if there is no guarantee that this data is true, valid, and up-to-date. According to a study by Validity, 75% of respondents state that approaches based on inaccurate or outdated data lead to customer loss and hinder the real measurement of the results of the actions.
The problem goes beyond incomplete records or typing errors. The real bottleneck lies in the lack of tracking the communication journey. Many contacts return to the relationship cycle after a period of inactivity, but through other numbers or channels. Failing to recognize this pattern prevents the company from adjusting its actions in real-time and compromises the seizing of opportunities. Without a structure of continuous validation and without proper integration between the databases and the channels that consume the data, the database quickly becomes obsolete — even if apparently voluminous.
The lack of governance over data and the absence of mechanisms that prioritize the correct number for each CPF generate direct impacts: poorly targeted campaigns, ineffective attempts, waste of budget, operational rework, loss of performance and, in more sensitive cases, damage in the customer relationship due to insistence on incorrect or repeated contacts.
Furthermore, the lack of intelligence about return behavior – how and when the customer re-engages – hinders the development of more effective re-engagement strategies. The result is an operation that indiscriminately tries multiple numbers for the same CPF, consuming resources, team time, and running legal risks such as LGPD violations for improper contacts.
Despite seeming like a complex problem, this scenario can be reversed with methodologies that prioritize the intelligent use of data. The key is to focus efforts on validated numbers, with a higher likelihood of response and aligned with the relationship history with that CPF. Having an enriched, updated, and strategically built database is essential to ensure that the message reaches those who truly matter – on the right phone, through the right channel, at the right time.
In this context, technology plays a central role, not only as a tool for specific validation but as part of a continuous relationship structure. Models based on inference and behavior, combined with a daily feedback system, make the contact list a living asset – capable of learning from data and continually improving.
More than identifying if a number is active, it is essential to recognize which contact has the highest potential to generate results. This means reducing attempts, increasing effectiveness rates, protecting the brand image, and offering a more relevant customer experience.
The use of data-driven decision layers is what sets high-performance operations apart from those that simply spray and pray. Hence, it is essential for companies to adopt models that not only clean data but also learn from it. What worked? When did it work? And what can work again?
Treating the contact base as a strategic asset – integrating external sources, historical behavior, carrier validation, and channel preferences – is the safest path to generate real value. After all, no one likes to be impacted by a communication that doesn’t make sense for their moment or profile. And just as excessive attempts harm the customer, they also harm the company.
Avoiding this type of wear and tear 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 the receiver.
