20.6. Owning Data Versus Responsibility for Data
Always ask yourself these questions: Who cares about the result? Who is measured on the result? Whose career will be impacted if the results are lower than expected? If the answer to any of these questions is “no one,” then you will never achieve the data quality level you need for a successful CRM program. Just as we have a materials manager, we should have an information manager responsible for all the quality programs, training, metrics, and processes that are needed to protect the information asset.
20.6.1. Who Owns the Data?
Who “owns” the database content? If customer information is a company asset, then someone should own it. But who should that be? Is it Sales, Information Technology, Support, ...
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