Friday, August 6, 2010

Dealing with Data Quality Depression

Nothing can be more frustrating than dealing with CRM data quality. But when it comes to CRM success, there are few things that are more important. While data quality tasks can seem monotonous and mundane, left ‘untreated’, a CRM database can rapidly deteriorate into a disaster, causing end users to doubt and distrust the data and refuse to use the system - and causing you to pull your hair out. 

The First Step 
The first step is admitting you have a problem – or lots of them. Your end users are out of control. The number of duplicate records is multiplying exponentially. You can't actually contact your contacts because the majority of them have missing or incomplete information. Your data standards are nonstandard – or nonexistent. The incomplete entries from BlackBerrys are getting worse each day. You're even starting to become paranoid that the IT department may be part of the conspiracy. (I promise, they are not out to get you). Then suddenly you realize that you have no idea how to deal with international addresses or phone numbers – and you feel you have nowhere to turn.

Left untreated, disastrous data quality issues like these can really… well… drive you crazy. Fortunately for you, there is a cure… 

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