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首页> 外文会议>AMA Summer Educators Conference >A FRAMEWORK TO UNDERSTAND CUSTOMER DATA QUALITY IN CRM SYSTEMS FOR FINANCIAL SERVICES FIRMS
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A FRAMEWORK TO UNDERSTAND CUSTOMER DATA QUALITY IN CRM SYSTEMS FOR FINANCIAL SERVICES FIRMS

机译：了解金融服务公司CRM系统中客户数据质量的框架

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摘要

Recent changes in the digital environment related to information storage, collection, and dissemination have resulted in firms developing and maintaining databases with large quantities of customer information. As a consequence, companies are increasingly being confronted with massive amounts of data contained in widely disparate and often inconsistent databases. In fact, research indicates that marketing professionals will use or will work around data repositories without trust in the underlying data quality. Thus, the identification of processes which can establish systems to not only capture customer data and increase customer knowledge but also maintain the quality and consistency of the data after the fact is becoming a paramount business concern.
机译：与信息存储，集合和传播相关的数字环境的最新变化导致公司开发和维护具有大量客户信息的数据库。因此，公司越来越多地面对广泛存在的数据库且通常不一致的数据库中包含的大量数据。事实上，研究表明，营销专业人员将在没有信任的基础数据质量方面使用或将在数据存储库中使用或努力。因此，可以识别可以建立系统，不仅可以捕获客户数据并提高客户知识，而且在事实成为最重要的业务问题后，保持数据的质量和一致性。

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