Chapter 8. Master Data Management (MDM)

Master data management (MDM) is a critical part of every organization. To ensure optimum business processes, every organization must establish policies and procedures to create and maintain a singular dataset in the organization. This dataset usually contains customer details (for example, name, phone number, address, and any other supplemental information about the customer). Organizations can maintain data integrity by implementing the appropriate policies. Healthy data usually wins the trust of internal users and increases adoption of any CRM system, which can help companies make more informed decisions. Unhealthy data usually results ...

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