Data quality: a basic pillar of CRM

[shukla7789]

Discover the relationship between data quality and CRM, how to boost CRM performance in your business, and the key drivers that affect the success of CRM projects.
Data quality and CRM should go hand in hand. If we consider CRM (Customer Relationship Management) as a management model based on customer orientation , we will find that relational marketing is a concept similar to individualized marketing or direct database marketing. In this way , the strategy does not focus so much on the product or service but on personalization, something that cannot be achieved when there are quality failures, such as duplicates.


Data quality is essential to carry out this business fusion database policy. Basically, it is necessary to create a reliable database based on the identification of regular or potential customers and choose a series of characteristics that allow dialogue and interaction to personalize sales policies.



Data quality as an essential part of MDM


Data Quality and CRM in a Big Data World
The objective, logically, is to be able to design the best marketing strategies to achieve profitability and business growth. According to the marketing consulting firm Peppers & Rogers Group, " a company that focuses on its customers must use information to obtain a competitive advantage."

If on the one hand, in its most general form, CRM refers to a set of practices and strategic thinking that bring us closer to the customer, on the other hand it also includes the revolutionary technologies capable of extracting value from Big Data , in this case used to support the management of those relationships.

In fact, establishing personal ties with the client is related to decision-making based on the CRM data quality information provided by the repository or warehouse management system in which the company's client data management is carried out, and where information from very diverse sources is integrated.

Data quality is therefore linked to the treatment of structured and unstructured data, marking the difference between traditional CRM and the current one , which is interactive. Among other objectives, marketing opportunities are sought with each contact and the brand image is taken care of through this dialogue with the client , whose opinion now has a viral impact in the context of the Internet.