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"This creates a better relationship between the supplier and customer," said Clark. "And since the interaction between customers and the system is more positive, they're more inclined to complete the form."
Both Clark and Colbert stressed the importance of understanding how data is collected and used when mapping out technology to meet a company's needs. "Consider the investment companies make when doing a mailing, and the impact of duplicate or incomplete data on the project," offered Colbert.
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