Mark E. Atkins

Build Your Customer Intelligence on a Sound Foundation By Mark E. Atkins Without QUALITY data, companies risk acting on misinformation and suffering financial consequences. PricewaterhouseCoopers' Global Data Management Survey 2001 found three-fourths of companies studied reported problems from poor data quality, including extra costs, failures to bill or collect receivables and lost sales. Therefore, it pays for companies to examine their data quality: what it is, the role it plays in creating customer intelligence, and how it contributes to a healthy bottom line. How do companies obtain customer intelligence? When they are migrating legacy data to a CRM (customer relationship management) system, they need

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