Consistent and accurate customer information and insight are the foundation of CRM. Strong customer information management strategies enable application leaders to deliver on the business goals of their CRM strategy.
- Establish Information Ownership and Governance to Ensure High-Quality and Accurate Customer Data
- Determine the Relevance of Different Types of Customer Information and Insight Based on Business Goals
- Create a Single View of the Customer to Optimize Customer Engagement
- Invest in Customer Data Privacy but Not Just to Comply With Regulations Such as the GDPR
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