
384 Part III n Information Quality Applied to Core Business Value Circles
Duplicate Customer records further cause you to:
Mail multiple statements, flyers, or catalogs.
■n
Misunderstand the total credit risk exposure of the relationship.
■n
Provide the wrong level of service.
■n
Create Customer dissatisfaction due to incorrect information.
■n
Fail to follow Customers’ contact preferences, driving them away.
■n
Fail to understand the demographics or psychometrics of a Customer.
■n
Have Scrap and Rework to find, merge, and de-duplicate records.
■n
Scrap and Rework for downstream Knowledge Workers whose pro-
■n
cesses fail duplicate Customer records.
Costs of
■n
matching and de-duplication of records that are potentially the same
individual or organization
Opportunity costs of
■n
lost business when two different individual Customers
have their records consolidated into one
This makes an organization look disorganized and wasteful, resulting in
potential lost Customer Lifetime Value.
How to Measure Customer Information Quality
First, conduct an assessment of the quality of Customer Information data defini-
tion quality, TIQM Process P1, “Assess Information Production Specifications and
Information Architecture Quality,” described in Chapter 4. Specific steps include P1.4,
“Assess Information Product Specifications Conformance to Standards,” and P1.6,
“Assess Stakeholder Satisfaction with Information Product Spec ...