Managing Customer Data Quality

By Dale Vile


When was the last time you could look at one of your customer databases and have confidence that it was largely accurate and complete? If your organisation is anything like most of its peers, then the answer is likely to be immediately after your last big application implementation, integration or upgrade project. And if that project was a while ago, the chances are that the quality of the information in the database concerned has since degraded significantly. The same is also likely to be true of other customer databases that exist across the business.

So why is this……?

You may also be interested in the business view of this topic in the companion paper entitled Customer Data Quality in Context.A Business Perspective.

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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.