The quality of data in customer relationship management systems and how well it is integrated within those systems has a direct impact on how effective companies are in developing long-term client relationships.

“Companies need good data quality as well as integration to reduce operational and marketing costs and enhance revenue-generating opportunities through increased customer satisfaction and the identification of new customers,” says Scott Nelson, vice president and research director at Gartner. “CRM solutions are only as good as the quality of the customer data that feeds it."

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