Introduction

Discover the importance of CRM data quality for fostering user trust and maximizing the effectiveness of your CRM system.

Fifteen years have passed since my first encounter with Customer Relationship Management (CRM).

Back then, Siebel’s mantra of a “single view of the customer” captivated businesses and fueled their remarkable growth during the late 1990s and early 2000s.

The idea of integrating all customer interactions into one platform appealed to the target audience. Who wouldn’t want a comprehensive perspective on their clients?

However, as time went on, challenges emerged, and the initial excitement dwindled.

The Data Quality Problem

Unfortunately, the promise of improved revenue through CRM implementations was not fulfilled due to persistent issues with poor data quality. Inconsistent customer experiences and data integrity problems, such as duplicates, plagued many Siebel installations.

The allure of the “cloud” then took centre stage, with smaller organizations embracing cloud-based CRM applications like Salesforce.com. These solutions promised a lower Total Cost of Ownership and shared infrastructure benefits.

Cloud Disillusionment

Even large enterprises jumped on the cloud bandwagon, migrating their customer data to Salesforce.com in hopes of finally achieving revenue growth. However, just as before, the data quality issues that haunted in-house CRM systems persisted, leaving many disillusioned with the cloud or burdened by high outsourcing costs.

Microsoft Dynamics CRM: A New Hope?

In recent years, Microsoft Dynamics CRM has gained popularity as a CRM choice. Whether deployed in-house or on the Microsoft Azure platform, it offers the allure of increased revenue and an enhanced customer experience. Corporations are once again migrating their client data, convinced that this time they will achieve the desired outcomes. But can this new love affair stand the test of time?

Data Quality: The Key to Lasting Success

Amidst the ever-changing landscape of CRM applications, one constant remains: the importance of high-quality customer data in enabling a successful sales process.

Microsoft recognizes this crucial element and has partnered with Precisely Trillium to ensure their clients can capture and maintain data integrity within Dynamics CRM. Your CRM initiative’s success hinges on data quality.

Embrace Quality Data for CRM Triumph

After 15 years, it is reassuring to see this lesson finally learned. To ensure the triumph of your CRM project, prioritize the quality of your client data.

Remember, CRM applications may come and go, but the enduring power of data quality will always drive your sales process forward.

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