Imagine this: your company has an important update about a temporary service downtime you want to share with your customers. You broadcast a text message to all your customers based on phone number data sourced from the CRM system. You believe that everything is going fine during the downtime until your customer service team receives a complaint. This call is from a customer who faced a financial loss as they were unaware of the disruption. This is just one of the numerous calls by customers complaining of an unexpected service disruption. Probing further into the cause for miscommunication, you realize that several messages were not delivered to the intended customers because of outdated customer profile data, including their phone numbers.
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