J. Smith

By David Peikin A growing number of trade press articles and industry analyst research have documented that the return on investment from CRM initiatives and other customer-facing systems has been limited by poor data. In November 2001, Gartner Group published a seminal piece of research on the relationship between data quality and CRM. The principal finding: "High-quality, well-integrated customer data is the cornerstone of a successful CRM effort. It is also the key to achieving several critical benefits—such as eliminating excess operational costs caused by redundant data, and enhancing revenue through improved customer targeting and retention." The rapid growth and adoption of CRM

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