CRM - Data, a fundamental

"Without data, you have no knowledge and without this you cannot manage your customers"

This was a pretty obvious statement from a potential client the other day and one that go me thinking.

Remember that quantity without quality is no use to you. By quantity I obviously mean the amount of data you store about a customer. But data quality is a far more variable factor.

• A successful future communication could hinge on a single character (e.g. in their name, email address or postcode) and all the effort you put into collecting the data would be wasted.


• Duplicated records could mean that you send the same (or different) communications to the same person twice or more. This would not only confuse but may-well create a negative impression of your brand