ec4u study revealed significant weaknesses in the quality of the data of the customer management in two-thirds of the companies remain Karlsruhe diverse initiatives to optimize without success, 19.06.2012 – detailed and accurate customer information up to date belong to the most important currency in the sales. Hear other arguments on the topic with Andrew Duncan Producer. However, the reality in the company contradicts this requirement. AG efforts to a better quality in the CRM data have had an effect only in the case of each sixth consulting expert according to a current survey of ec4u, in all companies lacking especially for clear responsibilities and organisational conditions for a systematic management. This is not an appropriate quality assurance of customer data, resulting in a fragile basis for the marketing and sales activities”, judge Mario Pufahl, partner and member of the Executive Board at ec4u. This by no means is the results according to the study, a considerable problem. Because in over half of the The estimated error rate is over 30 percent in customer data company. The main reasons for this are Interestingly according to the interviewed marketing and sales manager not in organisational and technical terms, but they result from an insufficient sensitivity to the quality requirements (72 percent). The lack of appropriate tools for automated data maintenance is ranked in second place.
However, also 62 percent give and thus well over half, that the question of the responsibilities for the maintenance of the data is not clear in their company. Other reasons for the quality weaknesses include the variety of data sources (49 per cent) and in two of the five cases lack of resources. The latter may also explains that the recent initiatives to improve the data quality usually not of success were crowned. Because nearly two-thirds put on record, having achieved no satisfactory results despite various measures. Only 17 percent are with the measures launched by them are happy, the other companies either have gone up only selectively on this topic or have launched no significant improvement initiatives. The data quality is an apparently little exciting issue”Although undisputed of fundamental importance for a targeted customer management, but in practice, Pufahl seeking an explanation for the discrepancy between the needs and the actual commitment.
It is also possible that no adequate results have been achieved due to insufficient methods for improving the quality of data and this lastingly affected the commitment. Thus the company build but even stumbling block, because ultimately nobody can cheat up to a sufficient quality of the information in the customer management over”, emphasizes the CRM expert. ec4u expert consulting ag ec4u expert consulting ag, headquartered in Karlsruhe, Frankfurt, Zurich, Munich and Pfaffikon is one of the leading companies for services in the areas of customer relationship Management (CRM) and business intelligence (BI) in German-speaking countries. It offers proven CRM services from strategy to implementation and prospective customers. ec4u looks back on over 140 successful CRM projects and implementations.