This report considers how customers are now using an array of devices to engage with a business across multiple touch points and how that impacts the quality of data that enters a CRM. We look at the challenges that poor quality data can pose to different parts of an organisation and conclude by offering practical advice on how to integrate data quality into your CRM and move towards a single customer view. Discover:
- Why Customer Relationship Management continues to grow
- The role of data and its impact on different parts of an organisation
- Recommendations including how to evaluate your data quality strategy
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