I'm thinking of a visual I can use to begin to persuade folks at my company that customer data quality is a pervasive and costly problem. the hard number metrics are really hard to come by, because the actual impact to each person is tiny - but the cumulative impact is large. In other words, numbers just aren't compelling. Here's my idea:
Take a count of the contacts in our enterprise. Figure out how many are customers and spend money with us, and how many of the prospects are at least responding to marketing and/or are in the sales funnel. The customers and quality prospects are pennies. Everyone else is a grain of rice (duplicate contacts, ancient, non-contactable out of date records, etc.) Mix it all up in a large glass container, and ask folks how easy it is to find the value - the pennies - in our customer database. I'm expecting the volumes to be such that the coins are easily overwhelmed by the rice.
Sales can't sell without manually filtering out the rice. Marketing has to manually filter out the rice. Customer service can't be efficient b/c they're seeing nothing but rice. Even IT is impacted by the rice because we're supporting systems and incuring overhead that equates to lugging this huge glass container around, mostly full of... Rice!
Data quality programs would remove the rice. Getting people to care about the data will persuade them to STOP adding more rice every day.
Progress could be shown as the program progresses, by scooping the rice out into a side-container labeled "waste". Preventative measures could be a barrier on the top of the container, preventing more rice from coming in.
I want to put it in the lobby. :)