Q: Why are your CRM contacts a mess?
A: It all starts with your address book.
Do you save all your high-value contacts in your address book?
Do you update all your contacts in your address book?
Do you even know which of your contacts are out-of-date?
Address books are the wellsprings from which CRM contacts flow. Because no one captures or updates high-value contacts in their address books, CRM contacts are polluted at the source.
Garbage in = garbage out.
Think CRMs can magically fix all that bad data downstream with one or two data stewards?
So if you're rethinking your CRM strategy, think about this: all you need for your CRM to succeed is for everyone in your enterprise to save and update all their own contacts.
In other words, all you need for your CRM to succeed is for people to stop behaving like people.
Rethinking your CRM strategy?
Maybe it's your data strategy that needs rethinking.