Do you have an Information Strategy? - Summary

Steve Downton, Downton Service Management Consultants Ltd, Noventum Group

Gathering data is a gruelling and time-consuming exercise. One of the biggest problems for companies when implementing CRM software solutions is deciding on which data to keep and which to throw.

The assumption is made that although gathering data takes time, it would appear to add value. These types of decision will often be made without regard to a service strategy. More of the same will not work as a strategy for going forward, it slows down progress and impedes getting close to the customer as the focus can be distracted away from current customer information.

Much of the information held on a customer is often no longer relevant, or worse is becoming misleading and outdated. How to capture information while reducing the existing work load of the back office which has to provide a huge data warehouse and the ongoing work load of producing excess information.

Information appears to be abstract, but can be treated like a tangible asset, a knowledge capital and value of information, but what information do we really need?

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