Businesses need to take a long-term view when it comes to data Businesses need to take a long-term view when it comes to data There's more to the customer data journey than collecting an email address, writes Validity Inc manager customer success APAC, Nhan Tran. July 12, 2021 9:28 by NHAN TRAN Preventative maintenance is a necessary (if not particularly exciting) part of life. If you don’t service your car or go to the dentist, the results aren’t great. It’s the same with customer relationships, however in this case, the oxygen that sustains the lifecycle is good quality data. And despite what some businesses might like to think, getting your customer data in order is far from a once-off, set-and-forget activity.