Trends Report

Fix The Data Problems That Destroy Your Customer Effectiveness

February 18th, 2015
Michele Goetz, VP, Principal Analyst
Michele Goetz VP, Principal Analyst
Kate Leggett, VP, Principal Analyst
Kate Leggett VP, Principal Analyst
With contributors:
Stephen Powers , Leslie Owens , Victoria Boutan , Deepti Datta , Abigail Komlenic , Shaun McGovern , Josh Bernoff

Summary

Marketing, sales, and customer service professionals consider customer relationship management (CRM) applications the single source of truth about a customer. However, poor quality customer information is often rampant in CRM and inhibits rather than enables great customer relationships and business outcomes. Enterprise architecture (EA) pros need to take the necessary steps to unify CRM application and customer data quality management capabilities to overcome data quality issues that destroy effective customer interactions. This report is the guide for how enterprise architects can use customer journey frameworks and stronger collaboration between application development and data governance.

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