As customers’ lives change, their data will change as well. Retailers who want to keep in touch with those customers and ensure their messages stay relevant must commit to maintaining good CRM hygiene.

Leveraging knowledge-based questions (KBAs) as well as innovative technologies can help provide security for your customers as well as create a seamless customer experience. This playbook explores how to enhance the customer experience through CRM best practices. Playbook highlights include:

• Why CRM data can break down quickly
• How to keep your CRM hygiene clean to enhance retailer-customer relations
• How to prevent contact center fraud without frustrating customers
• Various alternatives to KBAs

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