Products of all kinds face depreciation, be it cars or electronics. Similarly data faces decay and organizations need to upgrade the same in order to execute effective CRM. Business research conducted proves that customers protect data with utmost care, using all forms of digital gadgets. In case firms do not update data, they will be faced with duplicate leads, lost sales opportunities, brand decay, wrong segmentation and thus poor service to user. The firms will thrive only if they do the things correct.