Data Cleansing for CRM Departments
Running a CRM system with dirty data is like driving a car with the handbrake on and full of contaminated fuel. It may still work, but when the data friction is removed and it is fuelled with accurate and trusted data, it will go a lot faster and can be trusted to get you to where you want to go.
CRM applications work best when filled with data which can be trusted; are consistent, accurate and duplicate free. This is where Data Cleansing comes in to the picture.
There are many ways for the CRM data to become contaminated and slow your CRM Initiative down:
- Input & Interaction by CRM users
- Import of records into CRM from other sources
- Integrating or interchanging data between CRM and other systems
When the CRM data is contaminated, the single customer view is not maintained and there is no single version of the truth. Marketing is less effective, reports are incorrect and decisions are based on flawed data.
For more information
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