CRM Automation

Introduction

Data integrity consists of both data cleansing and data management. Data cleansing/data management is a core component of every successful CRM program, and should be developed at the outset of the CRM program. Data integrity should include documenting current data inventory, developing data standards, cleansing existing data, and developing processes to maintain, change and enhance the quality of your data. The justification for data integrity is strong:

• Quality data is a strategic asset that will impact your CRM system success.

• The quality and accuracy of data (i.e., customer, market, competitor, product, supplier data) in the CRM system will impact a consistent, error-free way to enhance the customer experience.

• Data inventory is ...