{"id":49755,"date":"2008-04-25T03:53:28","date_gmt":"2008-04-25T00:53:28","guid":{"rendered":"https:\/\/www.altoros.com\/blog\/?p=49755"},"modified":"2021-09-21T07:50:35","modified_gmt":"2021-09-21T04:50:35","slug":"neglecting-the-quality-of-data-leads-to-failed-crm-projects","status":"publish","type":"post","link":"https:\/\/www.altoros.com\/blog\/neglecting-the-quality-of-data-leads-to-failed-crm-projects\/","title":{"rendered":"Neglecting the Quality of Data Leads to Failed CRM Projects"},"content":{"rendered":"<p><center><small>(<a href=\"https:\/\/www.grcdi.nl\/qas2008_2.pdf\" rel=\"noopener noreferrer\" target=\"_blank\">Featured image credit<\/a>)<\/small><\/center><\/p>\n<p>&nbsp;<\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_82_2 counter-hierarchy ez-toc-counter ez-toc-transparent ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.altoros.com\/blog\/neglecting-the-quality-of-data-leads-to-failed-crm-projects\/#Not_paying_enough_attention_to_data\" >Not paying enough attention to data<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.altoros.com\/blog\/neglecting-the-quality-of-data-leads-to-failed-crm-projects\/#CRM_projects_still_fail\" >CRM projects still fail<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.altoros.com\/blog\/neglecting-the-quality-of-data-leads-to-failed-crm-projects\/#How_to_address_data_quality\" >How to address data quality<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.altoros.com\/blog\/neglecting-the-quality-of-data-leads-to-failed-crm-projects\/#Further_reading\" >Further reading<\/a><\/li><\/ul><\/nav><\/div>\n<h3><span class=\"ez-toc-section\" id=\"Not_paying_enough_attention_to_data\"><\/span>Not paying enough attention to data<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Everyone seems to be discussing a recent QAS data quality <a href=\"https:\/\/www.grcdi.nl\/qas2008_2.pdf\">survey<\/a> entitled, &#8220;<i>Contact Data: Neglected Asset Seeks Responsible Owner<\/i>.&#8221; It questioned 2,000+ organizations worldwide and revealed an increasing number of businesses taking data quality isses seriously and bringing it up to the boardroom level.<\/p>\n<blockquote><p>\u201cWithin the past three years, the number of businesses where the responsibility of data integrity has risen to boardroom level has soared by 16%, showing how important an issue accurate data has now become.\u201d<\/p><\/blockquote>\n<p>The survey also stated that:<\/p>\n<ul>\n<li>The number of <strong>employees directly involved in the data quality<\/strong> management has increased by 5% only in the last year.<\/li>\n<li>23% of the businesses that participated in the survey claimed to <strong>use strategical data planning applications<\/strong> on a daily basis.<\/li>\n<li>46% have their own <strong>documented data quality strategy<\/strong>.<\/li>\n<\/ul>\n<p>These increasing numbers are, sure, encouraging and, if the growth persists, or even speeds up a bit, we may see a conceptually new, better, cleaner data emerging as an accepted standard of data quality. Now that would be nice, wouldn\u2019t it?<\/p>\n<p><center><a href=\"https:\/\/www.altoros.com\/blog\/wp-content\/uploads\/2008\/04\/data-quality-survey-qas-2008-1.png\"><img decoding=\"async\" src=\"https:\/\/www.altoros.com\/blog\/wp-content\/uploads\/2008\/04\/data-quality-survey-qas-2008-1-1024x642.png\" alt=\"\" width=\"640\" class=\"aligncenter size-large wp-image-57049\" \/><\/a><small>Source: <a href=\"https:\/\/www.grcdi.nl\/qas2008_2.pdf\" rel=\"noopener noreferrer\" target=\"_blank\">QAS Global Contact Data Management Report<\/a><\/small><\/center><\/p>\n<div id=\"attachment_57042\" style=\"width: 140px\" class=\"wp-caption alignright\"><a href=\"https:\/\/www.altoros.com\/blog\/wp-content\/uploads\/2008\/04\/Jonathan-Hulford-Funnell.gif\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-57042\" src=\"https:\/\/www.altoros.com\/blog\/wp-content\/uploads\/2008\/04\/Jonathan-Hulford-Funnell.gif\" alt=\"\" width=\"130\" height=\"148\" class=\"size-full wp-image-57042\" \/><\/a><p id=\"caption-attachment-57042\" class=\"wp-caption-text\"><small>Jonathan Hulford-Funnell<\/small><\/p><\/div>\n<p>However, with the survey showing 34% of respondents <strong>not<\/strong> validating any of their customer and prospect data, there\u2019s still a long way to go to reach the quality standard. <a href=\"https:\/\/www.linkedin.com\/in\/jonno-hulford-funnell-478742a\/\" rel=\"noopener noreferrer\" target=\"_blank\">Jonathan Hulford-Funnell<\/a>, Group Operations Officer at QAS, <a href=\"http:\/\/www.precisionmarketing.co.uk\/Articles\/256308\/Businesses+recognise+importance+of+data+quality+.html\" target=\"_blank\" rel=\"noopener noreferrer\">comments<\/a>:<\/p>\n<blockquote><p>\u201cI find it incredible that organizations are not paying more attention to data quality. It shouldn\u2019t be seen as a burden for middle management, it should be something that every employee in the business takes responsibility for.\u201d<\/p><\/blockquote>\n<p>&nbsp;<\/p>\n<h3><span class=\"ez-toc-section\" id=\"CRM_projects_still_fail\"><\/span>CRM projects still fail<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Nonetheless, a huge number of CRM approaches prove insufficient and inefficient even for those who care about customer data. These are the <a href=\"https:\/\/www.mareeba.co.uk\/blog\/2008\/04\/late-and-over-budget-hidden-traps-of.html\" rel=\"noopener noreferrer\" target=\"_blank\">six aspects<\/a> of failed CRM deployment that <a href=\"https:\/\/www.linkedin.com\/in\/riboardman\/\" rel=\"noopener noreferrer\" target=\"_blank\">Richard Boardman<\/a> calls essential here:<\/p>\n<div id=\"attachment_57038\" style=\"width: 140px\" class=\"wp-caption alignright\"><a href=\"https:\/\/www.altoros.com\/blog\/wp-content\/uploads\/2008\/04\/richard-boardman.jpg\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-57038\" src=\"https:\/\/www.altoros.com\/blog\/wp-content\/uploads\/2008\/04\/richard-boardman-150x150.jpg\" width=\"130\" height=\"130\" class=\"size-thumbnail wp-image-57038\" \/><\/a><p id=\"caption-attachment-57038\" class=\"wp-caption-text\"><small>Richard Boardman<\/small><\/p><\/div>\n<p>1. Poorly defined requirements<br \/>\n2. The availability of internal staff<br \/>\n3. Sign offs<br \/>\n4. Data<br \/>\n5. User acceptance testing<br \/>\n6. User adoption<\/p>\n<p>Of these, <strong>data<\/strong> seems to be the key element here. It\u2019s how you approach, structure, and work with your data that makes a difference in your company\u2019s progress.<\/p>\n<blockquote><p>&#8220;Good systems require good data, and, if the new system is to be populated with existing data, it\u2019s important that the quality of that data is high. Many organizations are surprised at how many data sources they possess and how poor the data quality is. The cleansing of data and reconciliation of different versions of the same record in multiple data sources can be very time consuming. While there are tools that can help, this process tends to be very manual, and is not something that can be fully outsourced as it requires considerable input from the data owners.&#8221; \u2014Richard Boardman<\/p><\/blockquote>\n<p>So, what should we do to make customer data projects succeed?<\/p>\n<p>&nbsp;<\/p>\n<h3><span class=\"ez-toc-section\" id=\"How_to_address_data_quality\"><\/span>How to address data quality<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>With all that being said, CRM systems and data quality initiatives, in our opinion, should rely on:<\/p>\n<p>1. Well-defined <strong>data requirements<\/strong><br \/>\n2. Proper customer <strong>data integration<\/strong> (including ETL, syncronization, data cleansing, <a href=\"https:\/\/www.altoros.com\/blog\/why-data-warehousing-why-business-intelligence\/\">data warehousing<\/a>, and everything related to these)<br \/>\n3. Ongoing <strong>data management<\/strong> and data governance, which among other includes following through with your requirements and cleansing procedures rather than adopting a once-in-a-lifetime approach.<\/p>\n<p>However, we agree with Richard, you still need to be \u201c<em>realistic about the demands these projects will place on the organization and manage expectations accordingly. Too often, CRM projects are deemed failures, because they failed to meet impossibly demanding and often self-inflicted deadlines. A better review of what\u2019s involved and a more analytical appraisal of the availability of resources to meet those demands will go a long way to ensure project success.<\/em>\u201c<\/p>\n<p>In its turn, QAS report recommends using the right software tools to control the data entering CRM systems and the quality of this information.<\/p>\n<p>&nbsp;<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Further_reading\"><\/span>Further reading<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ul>\n<li><a href=\"https:\/\/www.altoros.com\/blog\/wrong-approach-to-data-quality-right-approach-to-data-quality\/\">Poor Data Quality Can Have Long-Term Effects<\/a><\/li>\n<li><a href=\"https:\/\/www.altoros.com\/blog\/data-quality-upstream-or-downstream\/\">Data Quality: Upstream or Downstream?<\/a><\/li>\n<li><a href=\"https:\/\/www.altoros.com\/blog\/5-things-to-watch-out-for-in-data-warehousing\/\">5 Things to Watch Out for in Data Warehousing<\/a><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<hr\/>\n<p><center><small>The post is written by <a href=\"https:\/\/www.altoros.com\/blog\/author\/alena-semeshko\/\">Alena Semeshko<\/a> and <a href=\"https:\/\/www.altoros.com\/blog\/author\/alex\/\">Alex Khizhniak<\/a>.<\/small><\/center><\/p>\n","protected":false},"excerpt":{"rendered":"<p>(Featured image credit)<\/p>\n<p>&nbsp;<\/p>\n<p>Not paying enough attention to data<\/p>\n<p>Everyone seems to be discussing a recent QAS data quality survey entitled, &#8220;Contact Data: Neglected Asset Seeks Responsible Owner.&#8221; It questioned 2,000+ organizations worldwide and revealed an increasing number of businesses taking data quality isses seriously and bringing it up to the boardroom [&#8230;]<\/p>\n","protected":false},"author":178,"featured_media":57045,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":"","_links_to":"","_links_to_target":""},"categories":[7],"tags":[960,895],"class_list":["post-49755","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news-and-opinion","tag-data-integration","tag-research-and-development"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Neglecting the Quality of Data Leads to Failed CRM Projects | Altoros<\/title>\n<meta name=\"description\" content=\"One in three companies do not validate customer-related and prospect data.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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