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In a nutshell, the CRM system will use a large amount of information regarding prospects, leads customers, and orders, and create a large amount of data as various activities are entered and logged. Data integrity is essential.
Without a good data architecture and integrity plan – what data is to be collected and integrated and how it is going to be used – the CRM solution may not prove as useful as possible, may prove unreliable, or may undergo overhauls midstream. It is important that a data management/data architecture plan be developed prior to CRM implementation and deployment in order to support the business goals, drive a customer centric implementation, and deliver a more reliable return on CRM investment.
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