Almost half of UK IT and marketing managers are unsure of the quality of data within their customer relationship management (CRM) system. This is according to a new online survey commissioned by data management solutions provider DataFlux.
The research study – conducted by eMedia Group in 2010 and involving either IT or marketing managers in charge of CRM projects – highlights 48 per cent of respondents are uncertain of the accuracy and trustworthiness of the data contained in their CRM systems. Another 13 per cent claim not to be confident about the overall quality of their customer data.
Commenting on the findings, Colin Rickard, EMEA managing director at DataFlux, said, “The results of this survey demonstrate that UK organisations are missing an opportunity to extend the value of CRM initiatives with high-quality data. Accurate, trusted and complete customer data is the lifeblood of any modern marketing strategy and can protect the investments companies make in CRM technology, so that results meet expectations.”
DataFlux’s survey also reveals that 26 per cent of respondent organisations operate two or more CRM systems, which can generate a conflicting and confusing view of the customer, while 47 per cent have a single CRM system for the entire organisation.
When asked about the difficulties of maintaining more than one CRM system, 47 per cent of respondents mentioned data de-duplication and data quality as the biggest challenges, with 23 per cent believing interoperability was the greatest frustration.
Thirty-two per cent of organisations are running ongoing system consolidation initiatives and 33 per cent are working to improve the quality of their CRM data.
Rickard added, “While the study shows many organisations recognise the value of maintaining a single, integrated CRM system, there are still a significant number of organisations running with two or more CRM systems. Multiple systems can lead to data errors and adversely affect service levels and the potential to drive additional revenue through marketing.”
