Too few customer service organizations and affiliated departments realize the true potential of their CRM initiatives. There are plenty of reasons that efforts fall short, but a major contributor to underperforming systems is the poor quality of master data that populates them. Other contributors include how and where data is stored. Siloed databases, numerous multi-vendor applications, unstructured data formats, and the lack of consistent information across multiple channels all play a part in CRM efforts that fail to deliver on their promise to present a cohesive view of customers.
In this Parature white paper, we’ll cover:
- Defining Your Goals for Data Management
- Stating Your Case to Decision Makers
- Addressing Data Quality
- Initiating a Pilot Program
- Maintaining High Data Standards