Dreamforce 2011: 50%+ CRM is sub optimal because of data quality issues

According to industry analyst, Gartner Group, more than 50% of customer relationship management deployments will suffer limited acceptance, if not outright failure, due to lack of attention to data quality issues.

The impact of poor data quality is far reaching and its affects are both tangible and intangible. If data quality problems are allowed to persist, management grow to mistrust the information in the CRM and will be reluctant to use it for decision-making.

This evidence shows there is a growing need to have a more 'intelligent' implementation of CRM.

Intelligent CRM needs a combination of lead indicators, corporate gamification as a behavioural rewards system and a cultural change programme as a must have to drive high standards of CRM data quality.