Fix The Data Problems That Destroy Your Customer Effectiveness

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.

Publication: 
Forrester Report
Author: 
Goetz, Michele; Leggett, Kate; Bernoff, Josh; Owens, Leslie; Powers, Stephen; Boutan, Victoria; Deepti Datta; Komlenic, Abigail; McGovern, Shaun
Document Type: 
Research
Paywall: 
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