Master data management is a critical success factor in creating optimal customer relationship management processes, according to research firm Gartner Inc. The firm says CRM users who avoid MDM will derive erroneous results that annoy customers, resulting in a 25 percent reduction in potential revenue gains.

"CRM leaders must understand the benefits of the MDM discipline to CRM and make it part of their CRM strategy,” Bill O'Kane, research director at Gartner, said in a statement. “MDM is critical to enabling CRM leaders to create the 360-degree view of the customer required for an optimized customer experience."

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