Customer Data Quality in Context

By Dale Vile


As a business manager or executive, you probably don’t spend that much time thinking about how data is managed in your organisation. There are teams within the business and your IT department that take care of that, right? And of course you know that they are properly qualified and generally doing a good job.

Yet if you stop and consider it for a few minutes, you can probably come up with recent examples of situations in which you have been presented with data that turned out to be less than totally accurate, complete or consistent. It’s then interesting to consider that before this data got to you, it passed through multiple people who performed numerous checks along the way – and there were still issues. But did anyone get fired, or even reprimanded? Almost certainly not.

You may also be interested in the IT view of this topic in the companion paper entitled Managing Customer Data Quality. A View for IT Leaders and Architects.

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Dale is a co-founder of Freeform Dynamics, and today runs the company. As part of this, he oversees the organisation’s industry coverage and research agenda, which tracks technology trends and developments, along with IT-related buying behaviour among mainstream enterprises, SMBs and public sector organisations.