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Managing CRM Data Quality

Martin Doyle July 21st, 2011 Data Quality, Master Data Management

Managing CRM Data Quality with Data Cleansing Software

According to a Gartner Group report, bad data is the main reason that CRM projects fail; poor CRM data quality compromises an organisation’s investment in CRM and undermines customer relationships.

In our opinion, CRM vendors whilst having good intent, have abdicated responsibility for the data content; it’s integrity, quality and fitness for use. They do a great job of managing the database container; but provide few, if any offer data quality tools which ensure the data remains complete, current, duplicate free and consistent.

Whilst bureau are certainly expert in the context of deduplication and data cleansing, they are disconnected from the CRM system and are unlikely to be CRM application savvy.

Why is this important?

  1. Because CRM systems need to know when data is changed so those changes are synchronised to remote users
  2. Because if you don’t know what you’re doing critical 1:1 data like telephone numbers, e-mail addresses or opt in flags and notes are lost
  3. Because data in linked database tables will be orphaned

So, using a bureau is fine up to the point data is imported into the CRM system (i.e., data preparation). But, once data is in the CRM application, exporting and re-importing data is fraught with problems.

Specialist software vendors who understand the approach of CRM systems provide a much better fit and endeavour to correct the root cause of data defects. Commonly, data capture, data import or data integration and migration.

Adding specialist solutions which connect directly, know about synchronisation, data merging rules and table relationships to fix the root cause of data health problems, provide an almost immediate return on investment in terms of cost savings on duplicated or undeliverable mailings; let alone the waste caused by bad decisions.

DQ Global® has vast experience in working with CRM data and have developed CRM data quality tools to solve these data centric challenges, deliver single customer views and integrate with other systems to offer master data management capabilities.

Martin Doyle
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Written by Martin Doyle

Martin is CEO and founder of DQ Global, a Data Quality Software company based in the UK. With an engineering background, Martin previously ran a CRM Software business. He has gained a wealth of knowledge and experience over the years and has established himself as a Data Quality Improvement Evangelist and an industry expert.
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