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Customer Relationship Management: Getting It Right! by Judith W. Kincaid

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20.1. Understanding Information Quality—Why Bother?

However much you and everyone else may want to believe that information quality management doesn't really matter, the fact is that securing and protecting the quality of your customer information is as important as safeguarding any other company asset. Do you leave stacks of money lying around on top of desks? Hardly!

Let's start with why we bother to manage any asset. What is an asset anyway? Well, according to Webster's, assets are like resources; they represent “computable wealth” that is “applicable or subject to the payment of debts.” (You may have guessed that I had a mother who always sent me to the dictionary whenever I had trouble with a word.) In other words,

DEFINITIONS

An asset is ...

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