Data quality in customer relationship management (CRM) – literature review

Abstract

The aim of this paper is to examine challenges that organizations face when they start to deal with quality of
customer data more seriously in order to manage their customer relationships better. Research extracted from
the literature review has identified some problems with the quality of customer data as well as suggestions for
their solutions. The author found that challenges regarding the quality of data used in customer relationship
management are reflected in: decentralized data storage, inconsistencies in input and storage, inadequate
integration of different data sources, different data defects, and their tendency in quality deterioration over
time. In addition, problems have been identified in the high costs of maintaining data quality, as well as new
challenges in the form of big data and open data. Possible improvement solutions have been suggested
through a number of tools and frameworks by different authors