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Customer Relationship Management: Getting It Right! by Judith W. Kincaid

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20.4. Getting Information Quality

Information quality requires measuring the quality of the information stored in company databases, identifying quality issues, and having processes in place to fix them.

20.4.1. Building In Quality

The best way to achieve high-quality customer information is to capture it correctly in the first place. However, those responsible for data capture often are managed by siloed organizations with no data quality performance measures. This can be changed over time, but it's seldom an effective place to start. Start showing the value of the data, illuminate the cost of hygiene and the poorest quality sources, and go after these.

Usually, companies only become concerned with quality of data when it flows into a reference ...

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