Accurate data helps improve a companies CRM strategy. Even the most cutting edge technology can not satisfy users if the data is not clean.
Change and error are both constants in life and they make customer data managment seems like a hopelesss cause. The number of personnel changes, address changes, company acquisitions along with customer records with missing or incorrect information means a whole lot of bad data.
There are many ways to improve this situation. Forward-thinking companies appoint a customer data individual who is reponsible for data management and data quality. This person's only job is to check records and clean them up.
Then each time a user contact's a person, they must make sure their data is accurate. Typical tasks might include determining data security measures and working to resolve data integrity issues. Some companies even tie in incentives to the integrity of the data - the higher the data quality, the more the individual is compensated.
These small steps can mean big change and profits for the company who is using CRM software.