Comments on: The Teeter-Totter of Customer Data Management http://www.gilliganondata.com/index.php/2009/05/18/the-teeter-totter-of-customer-data-management/ Thoughts, musings, and, hopefully, not too many redundancies on the world of business data. If you missed the irony in the previous sentence, you may struggle with my writing style. Tue, 07 Feb 2012 18:26:03 +0000 hourly 1 http://wordpress.org/?v=3.3.1 By: Steven Woods http://www.gilliganondata.com/index.php/2009/05/18/the-teeter-totter-of-customer-data-management/comment-page-1/#comment-23066 Steven Woods Wed, 17 Jun 2009 16:54:46 +0000 http://www.gilliganondata.com/?p=290#comment-23066 Tim, Thanks for calling me to task on the original post - your points (as always) have been bang on and really got me thinking much more about the challenge and issue of balancing the customer experience and data quality. It's interesting that with all the landing page and form testing that is going on, very little of it focuses on this particular issue. Perhaps if breadth and quality of data were added as key criteria, we would shine a much brighter light on what can be done. There are some very interesting interface techniques that work to accomplish both by *very* intelligent handling of the data while the customer is on the form (Google Business Center's way of showing/facilitating/correcting address info comes to mind). Hopefully this is an area in which we see a lot of advancement in over the coming few years - the benefits for data and customer experience are very clear. Thanks again for highlighting this one Tim, great points! Tim,
Thanks for calling me to task on the original post – your points (as always) have been bang on and really got me thinking much more about the challenge and issue of balancing the customer experience and data quality.

It’s interesting that with all the landing page and form testing that is going on, very little of it focuses on this particular issue. Perhaps if breadth and quality of data were added as key criteria, we would shine a much brighter light on what can be done.

There are some very interesting interface techniques that work to accomplish both by *very* intelligent handling of the data while the customer is on the form (Google Business Center’s way of showing/facilitating/correcting address info comes to mind).

Hopefully this is an area in which we see a lot of advancement in over the coming few years – the benefits for data and customer experience are very clear.

Thanks again for highlighting this one Tim, great points!

]]> By: Kathy K http://www.gilliganondata.com/index.php/2009/05/18/the-teeter-totter-of-customer-data-management/comment-page-1/#comment-21615 Kathy K Sat, 23 May 2009 14:17:39 +0000 http://www.gilliganondata.com/?p=290#comment-21615 And this is why Business Process Redesign, Change Management and Data Governance HAVE to be part of any initiative to improve Customer Data Management. Most programs only attack the "data residue" of ineffective process and governance and then naievely believe that if they build a better app, the users (internal or external) will use it appropriately. Lots of failed projects (including many failed CRM implementations from the late 90s) fell victim to this incomplete approach. And this is why Business Process Redesign, Change Management and Data Governance HAVE to be part of any initiative to improve Customer Data Management. Most programs only attack the “data residue” of ineffective process and governance and then naievely believe that if they build a better app, the users (internal or external) will use it appropriately. Lots of failed projects (including many failed CRM implementations from the late 90s) fell victim to this incomplete approach.

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