CRM is 'only as good as the data it contains'

Companies having trouble with a customer relationship management (CRM) system or those worried about adopting such business management systems may want to consider the quality of the data they are using with it, one expert believes.

David Taber, a reporter for CIO, explained that CRM is only as good as the data it holds and comes down to a number of credibilities that can be easily measured on a basic level to assess the usefulness of the technology.

He said that business relevance, accuracy and scope of users and systems feeding the database are all necessary constituents, while functionality takes a secondary place.

Furthermore, Mr Taber believes that users must address the care taken in data migration and imports, the quality of the integrations and tightness and consistency of semantics for key fields including his suggestions of "sales stage" or "case resolution".

This week, James Cope of Business Link highlighted the fact CRM retains leads and sales as a great asset for a company to have, meaning it gains value as it ages as opposed to the other way around, which many people may assume.

Small Business Management Software from Atlantic Global OnDemand.

Want to receive regular news updates?

If you would like to receive regular news via email then sign up to our regular product newsletter. Simply email subscribe to ondemand@atlantic-global.com.

• Tel: +44(0)1274 863300
• Email: ondemand@atlantic-global.com
• Live Chat: Talk to a Solution Expert