Abstract

The most essential and fundamental key to any successful customer relationship management (CRM) investment is information quality. Even the most sophisticated system in the world will ultimately fail without high quality information residing within the system. In today#x2019;s business world where information is the ultimate currency, the higher quality the information, the more valuable and powerful the information is to those who possess it. Good and accurate information is the most important factor in determining how successful a company is in its usage of the CRM application. A successful CRM strategy is primarily determined by the quality of information residing in the application. High quality information is essential to a company that manages its sales and marketing goals using a CRM system.