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In any organization, single view of customer (SVC) is the foundation of successful CRM. Because CRM and SVC are so central to an organization's ability to do business, everyone who uses the system, from sales force and call center personnel to executive-level professionals and marketing teams, must be able to rely on the quality of the data it contains. Without confidence in the currency and quality of CRM information these systems fall into disuse and ultimately fail.

Learn what steps should be taken to eradicate data quality issues and achieve the necessary levels of data integrity, conformity and consistency across the enterprise.

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Informatica, Informatica White Paper, Free White Paper: Data Quality: Driving Single View of Customer, single view of customer, (SVC), data integrity
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