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Fri, Nov 3, 2:30 - 2:55, Normandy A Paper (refereed)

Recommended Citation: Bose, U, S Hashemi, and H Rebhun. Information Quality in Customer Relationship Management Systems. In The Proceedings of the Information Systems Education Conference 2006, v 23 (Dallas): §2533. ISSN: 1542-7382.

Information Quality in Customer Relationship Management Systems

Refereed

6 pages

Utpal Bose    [a1] [a2]
Dept. of Finance, Accounting, and CIS, College of Business
University of Houston Downtown    [u1] [u2]
Houston, Texas, USA    [c1] [c2]

Shohreh Hashemi    [a1] [a2]
Computer Information Systems Department
University of Houston Downtown    [u1] [u2]
Houston, Texas, USA    [c1] [c2]

Herbert Rebhun    [a1] [a2]
Computer Information Systems Department
University of Houston Downtown    [u1] [u2]
Houston, Texas, USA    [c1] [c2]

Customer Relationship Management follows the increasingly necessary movement towards total integrated customer information in order to more adequately serve the needs of both business and consumer by tailoring services and products in the direction of both parties. In the pursuit of data integration, a symbiotic relationship follows, incorporating the synergistic benefits of networking, individualized attention, and customer loyalty yielded from the tenants of cooperation, trust, and information sharing, maximizing on profitability through increased returns on marketing effectiveness. However, obstacles facing customer relationship management include the complexities of the medium, whether it is paper, electronic, or competing electronic databases and paper databases, which in turn can lead to redundancies and an overproduction of customer information. Such redundancies expend time and resources, and alienate customers, thus putting emphasis on the management of customer information to ensure quality. Under such controls, information quality improves, increasing the margin of profit, and reduces extraneous costs. The gist is that integration of various pieces of information about customers gathered all across an organization can improve productivity with the use of proper procedures, standardized definitions of data, and adequate determination of system requirements. This paper discusses the importance of information quality to customer relationship management and the problem of poor information quality, and proposes several hypotheses regarding the impact of different aspects of information quality on the effectiveness of CRM and costs of operations. This paper presents a work in progress.

Keywords: Customer Relationship Management (CRM), Information Quality, Quality Assurance, Quality Management, Customer Relationship Marketing

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