synchronization issues is one of the challenge in information system. explain

People information is generally captured in a variety of source applications. This presents some synchronization issues.

Imagine you call your cell phone company and give them a change of address. The customer database may be updated but the next day, a bill is sent to the old address by the billing system, which was not synchronized with the master customer database. This is a common type of data challenge.

Suppose your company gives away free product samples and offers to send them by mail to people who fill out questionnaires at retail stores.

source: http://www.information-management-architect.com/people-information.html