document: Data quality - unlocking the ROI in CRM While many organisations realise their most valuable asset is their customers , many more fail to realise the importance of auditing , maintaining and updating the information contained in their customer databases . Today 's growing awareness in the importance of data quality in relation to CRM and ROI will help change this attitude . In response , CRM vendors will follow suit and begin to differentiate themselves by offering data quality as part of an enterprise-wide data management methodology
doc_bio_tags: O O O O O O O B O O O O O O O O O O O O O O O O O O O O O O O O O O O O O O B I O O O O O O O O O O O O O O B O O O O O O O O O O O B O O O O O O O O O O O O O O O O O O B I O
extractive_keyphrases: customer databases data management crm
abstractive_keyphrases: customer relationships return on investment