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Posted by Kate Leggett on February 4, 2012
Customer service managers don’t often realize that data quality projects move the needle on customer satisfaction. In a recent Forrester survey of members of the Association of Business Process Management Professionals (ABPMP), of the 45% who reported that they are working on improving CRM processes, only 38% have evaluated the impact that poor-quality data has on the effectiveness of these processes. And of the 37% of respondents working on customer experience for external-facing processes, only 30% proactively monitor data quality impacts. That’s no good; lack of attention to data quality leads to a set of problems:
What do you need to fix this problem? IT organizations can’t continue to drive technology investments with the ambiguous goal of “cleaning dirty customer data” within CRM. Customer service and IT have to work together to change the conversation so that it focuses on articulating the benefits of sound data in business terms like cost savings via agent productivity gains, reduced penalties for noncompliance, and increased customer satisfaction scores using language that resonates with your executive management. (You can find a sample ROI calculator here.) In addition, IT has to trust customer service to flag and fix data issues as they occur.
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