Think about the assumptions your CRM is built on:
Every member of your enterprise saves every high-value contact in their address books.
50% are missing. Most people don’t save all their high-value contacts. Instead they go “dumpster diving” in their email inboxes looking for the email that has the contact they need.
Every member of your enterprise keeps their contacts up-to-date.
40% of address book (and CRM) contacts are out-of-date
One data steward can keep hundreds of thousands of CRM up to date.
If the thousands of individuals, whose address books source the CRM, can't keep their address books up to date, how is one data steward going to fix that?
Your CRM strategy only works if people stop behaving like people.
Freud's definition of insanity:
Doing the same thing over and over again but expecting a different outcome
...are different. We assume that people will behave like people:
- People don't save all their contacts in their address books
- People don't update their address book contacts
- People don't even know that their address book contacts have changed
- There is no number of data stewards that can fix all that bad data downstream using traditional methods and technologies. It cannot be done. The outcome will never change.