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Data quality 'becoming important to CRM'

Rachel Wheeler Archive
The data quality of the information provided by customer relationship management (CRM) software is becoming increasingly important due to increasing focus on retention at the C-level, a source asserts.

Participation, deployment and strategy are affecting the way this solution is being implemented, with return-on-investment increasingly being emphasised, reports.

Solutions director for the Merchants Group Paul Scott claims that organisations in the past were disappointed due to the absence of this, which could be due to poor data quality.

He tells the website: "If someone in marketing can spot an upsell trend in data they get back from the contact centre, they can formulate a campaign and execute this with sales seamlessly."

Meanwhile, Bernard Drost, chief technology officer at Innoveer Solutions, claims that security and data quality will become more important with the increasing uptake of software-as-a-service.

He tells the source that the youth of this form of CRM means issues affecting the technology's integrity are still being worked through.

Earlier this month, Gartner reported that CRM will become more compelling, responsive and intuitive in reaction to younger customer service representatives entering the workplace.