The Data Dependencies of CRM
The business value of CRM can be compelling, but enterprises of any scale and sophistication must be pragmatic in their approach to the unified view of customers often sought with CRM. This white paper suggests a department-focused strategy that is “data-aware.” Accurate data is key to successful execution of all CRM operations. It’s also needed to answer the many business questions that those operations will prompt.
The relatively rigid structure of a CRM database can leave it ill-equipped to manage the highly variable composition of data which it must manage. Organizations that are truly focused on their customers need to focus as intently on their data as they do their CRM system to get the desired results.