White Paper: Operational Data Quality for CRM


This white paper explores the opportunity to use “operational” data quality technology to deliver an actionable view of customers without the encumbrances of a preliminary integration project. It discusses how data quality technologies can populate business-critical applications like customer relationship management (CRM) with consistent and reliable data, thus making those systems the – or at least a – custodian of the unified customer view for the organization and, just as important, maintaining the quality and reliability of the data. It also looks at the different kinds of operations that are considered part of CRM and identifies those for which this approach can be a viable, cost-effective option that delivers the view of the customer who’s needed, and does it in a timely manner.

Doc Category: Gated Marketing Materials, White Paper