Relationships needing work…

I have noticed over the past year the amount of discussion CRM has provoked in the media. I believe it will continue to do so for a while longer, as providing better customer service will continue to drive companies in the 21st century. CRM will remain a buzzword in the IT press, and companies will continue to spend hundreds of thousands of pounds on implementing applications because they place such high value on the role IT plays in improving customer service. So why is it that these companies are less willing to spend money on auditing and ensuring the accuracy of the very data that will feed these applications?

In today’s competitive market, customer information is often a company’s most valuable asset; its sales and marketing potential is the means by which companies can stay ahead in the customer service race. For this reason it should be audited with the seriousness and regularity afforded to accounts and stock control.

Data quality continues to be one of the most ignored issues in any IT implementation. Yet, when a company has no data quality program in place, customer

information is probably no more than 60 to 70 per cent accurate – on average 12 per cent of the records companies count as individual customers consist of duplicated, corrupt or incomplete data.

Enlightened companies are realising the damage that can be caused through these inaccuracies and are seeking to perform data audits.

Mike Healy

Senior vice-president

ISI

Woking

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here