Whitepaper: Data Quality Challenges for at the border of your business - CRM
The goal of Customer Relationship Management (CRM) is a single, 360-degree view of the customer.
Though a worthy ambition, CRM systems, by themselves,do not deliver that capability because they are only as good as the data that drives them. Yet, as data-dependent as they are, CRM systems provide little real inherent mechanism to assure the quality of that data.
The challenges of data quality are inherent in the operation of modern CRMsystems.
This paper outlines the changes driven by modern CRM and how a focus on data quality – up front – can address those challenges and contribute to the success of your effort to acquire and retain customers.
An investment in data quality is an investment in a truly effective CRM system. Skimp on thati nvestment and you are more than likely to be “penny-wise, but performance and profit-foolish.”
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