Customer Relationship Management: Getting It Right!

20.3. Planning Information Quality

Managing the quality of our customer data asset, like managing raw material, requires good planning and elbow grease. Like all our efforts so far, we will depend on having a methodology, including an action plan, for our data quality efforts. We will examine five steps in the data quality methodology:

• Detail the characteristics of the future quality state (target).
• Detail the characteristics of the current quality state (baseline).
• Identify the differences between them.
• Design the data quality action plan with responsibilities and dates.
• Execute the action plan.

Sound a little familiar? Indeed, we used these same basic steps to manage the integration for each CRM component. That was a transition to a new way of ...