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Many companies 'overlook data quality'
Nov 12 2009, 09:51 AM
Data quality management is vital when it comes to customer retention. However, the issue is frequently overlooked by businesses, it has been claimed.
Speaking to cambridgenetwork.co.uk, Bryn Davies, Director of InfoBlueprint, said many organisations are eager to collect data about their customers, but treat the quality of it as a "secondary afterthought".
"Now, in the battle for customer retention, operators find themselves dependent on leveraging this data, which they are trying to use in new ways for marketing, cross sell campaigns, segmentation and customer retention," he commented.
Mr Davies noted that in order to retain clients, businesses must learn about them, adding that the need for a single customer view has never been greater.
This is why many telecommunications operators and financial service providers are beginning to address their underlying data issues, he continued.
Writing for Data Quality Pro recently, Virginia Prevosto and Peter Marotta of ISO said it is vital for businesses to ensure their information is accurate and reliable.
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