Data quality is key to the success of CRM projects, says consultancy firm BearingPoint.
Joining the intelligentsia - Part 1 |
Part 2 |
Part 3
Quality data is the foundation of customer relationship management
and customer intelligence – it is the area that consumes 50-70%
of the effort in any CRM initiative. As a result, confronting
data quality issues and implementing a framework to address
it in a continuous manner – data quality efforts never end
– is vital to achieving the full benefits of CRM.
There are a number of steps that can be taken to improve
data quality, identify organisation stakeholders, manage for
data quality, develop an approach to rapid data assessment,
and prioritise a data quality investment, in order to maximise
return on investment for CRM solutions.
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