Is the data in your CRM a ticking time bomb?
The maturing Customer Relationship Management (CRM) market is a desirable market for consumer data. However, over time, simply collecting this data gives organizations their first potential for a ticking time bomb. The CRM gets clogged up and polluted with dated and incomplete contact records. Decayed and dirty data in CRM systems and contact databases is costing businesses lots of money each year they do not clean it up, through penalties, brand damage and more. “Poor record keeping, poor security and a failure to comply with consumer requests are risks a business would be crazy to ignore,” says Ben Rossi, business and technology writer. “ The longer you ignore data quality, the worse it will get.”
