Imperative relationship between data quality and performance of data-mining tools for CRM
Sarika Sharma, D.P. Goyal, R.K. Mittal · International Journal of Business Competition and Growth · 2010
Pre-dominance of competition and technology has introduced the new dimension of Customer Relationship Management (CRM). The companies are compiling databases on individual customers and data-mining algorithms are applied on this data to get better insight of customers. Most of the times the customer data is not collected for the purpose of data mining and organisational databases are pervaded with the poor quality of data, which may lead to the failure of the whole CRM initiative taken by the organisation. This paper explores the relationship between data quality and data mining for successful CRM implementations.