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Invisible Data Quality Issues in a CRM Implementation

Reid, A and Catterall, M (2005) Invisible Data Quality Issues in a CRM Implementation. The Journal of Database Marketing and Customer Strategy Management, 12 (4). pp. 305-314. [Journal article]

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Poor data quality can have a severe impact on the overall effectiveness of an organisation. Data quality problems, which are prevalent in many customer relationship management (CRM) implementations, receive limited attention in the literature. Few organisations account for these problems when planning a CRM project. This is often because data quality problems do not become apparent until the project is underway, when the time and costs required to address them can be substantial and beyond the project budget limits. This paper uses illustrative case study examples of problems encountered when implementing CRM and highlights the need for further research in this area.

Item Type:Journal article
Keywords:CRM Data Quality Marketing
Faculties and Schools:Ulster Business School > Department of Business and Enterprise
Ulster Business School
ID Code:37778
Deposited By: Dr Andrea Reid
Deposited On:10 May 2017 13:10
Last Modified:10 May 2017 13:10

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