Strategies for Enhancing Data Quality in Mobile CRM

Abstract

Data quality is a key factor in the successful application of customer relationship management (CRM) software, especially when the data is used for mobile real-time communication with customers. Based on information from literature, strategies and measures for data quality improvements have been selected, applied and evaluated during the introduction and operation of a mobile CRM platform for a major Austrian bank. This platform was implemented five years ago and has been improved regularly since then to provide customers with services like information messages, automatic appointment reminders, and two-way communication via SMS (short message service) and e-mail messages between customers and their bank advisors. Our experiences with stand-alone methods and overall strategies during this case study provide insights into the specific problems and applicable solutions when dealing with mobile CRM systems and the corresponding data quality issues.