The Importance of Data Quality in Customer Relationship Management (CRM)

Customer Relationship Management (CRM) is a crucial tool for businesses of all sizes. CRM encompasses all the strategies and technologies you use to manage interactions with your customers and prospects. Whether you use an established platform such as Salesforce or Microsoft Dynamics or you develop a system in house, the value that any CRM program can provide depends, for the most part, on the quality of the data it contains.

This white paper looks at how poor data quality negatively impacts a CRM system, how your organization can overcome this problem with data quality tools, and the positive impact your business will enjoy as a result.