A Forrester Research, Inc. report from November 2014 (“Better Customer Relationships Require Trusted Data” by Michele Goetz and Kate Leggett) pointed out the vital role of data quality in the success of CRM delivery, which, in the “age of the customer,” is intrinsically linked to the optimization of customer engagements.
This report cites modeling that shows a 10-percentage point increase in a company’s Customer Experience Index score could drive loyalty....