The Importance of Data Quality for CRM

Effective CRM demands the creation of a single, complete, accurate view of customer information that includes ideally captures all interactions and transactions associated with the customer. Competitive companies leverage single, trusted views of customers to drive improvements in product positioning, customer service and support, and customer retention and lifetime value. In today’s connected world, customer information degrades rapidly. Enterprises require a data quality solution to rapidly profile and discover data anomalies and issues, correct and standardize all types of data, and maintain data accuracy and consistency in real time.

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