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Effective CRM data management 'important'
Oct 12 2009, 08:10 AM
It is important that businesses engage in effective CRM data management, one sector commentator has asserted.
Writing for online resource Smart Company, Sue Barrett, Founder and Managing Director of Barrett, stated that despite some misconceptions, "not all data is good data".
She explained that while some parties may believe that gathering as much information on clients and other entities is a good move, a greater emphasis should be placed on using this data effectively in order to achieve goals.
Indeed, the industry analyst said that not using data in an appropriate manner can hinder an organisation.
"You must make sure you have the right information in place. Too many CRMs are filled with rubbish data and the wrong stuff, making them a liability not an asset," Ms Barrett added.
Earlier this month, sector commentator David Reed told Data Strategy that effective data management can aid organisations in the identification and exploitation of profit drivers.
Posted by Fiona Lewis
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