CRM systems by themselves do not deliver that capability because they are only as good as the data that drives them. An investment in data quality is an investment in a truly effective CRM system. Skimp on that investment and you are more than likely to be “penny-wise, but performance and profit-foolish.” This white paper from Trillium outlines the changes & challenges driven by modern CRM and how a focus on data quality can address those challenges and contribute to the success of your effort to acquire and retain customers.
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