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

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20.2. Identifying Data Quality Issues

We understand why we have to manage the quality of raw material inventory, but why is data quality a problem? Just like manufacturing material, data can be bad when it comes from the source; it can become damaged during handling (shipping and stocking), damaged while in storage, or misused in the manufacturing process (wrong part). Here are the most common sources of data quality problems:

  1. Customer data deterioration (customers move and change jobs)

  2. Source data quality (database design, lack of standards)

  3. Lack of trust (sales rep resistance and customer resistance)

The last of these is specific to the information asset; few vendors will purposely send you the wrong parts because they don't trust you to treat ...

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