“There are no facts, there is no truth, just data to be manipulated.” - Don Henley, The Garden Of Allah
Data quality is one of those essential issues that everybody wishes they could ignore, akin to cleaning out the garage or completing your tax forms. Yet tiresome as it may be, the issue of data quality is paramount to success for many customer-facing enterprises. Bad data kills - and the victim may be your customer experience management or Net Promoter program.
Suspect data colors everything—including the attitudes of your stakeholders. If managers lack confidence in your customer data, they will be hesitant to embrace your program. And you can hardly blame them: If they don’t believe the data is good, why should they take action based on it?
No company today could operate without a basic reliance on financial and operational data to make business decisions (although a few seem determined to try). Why don’t managers afford the same level of trust to customer data as a basis for major decisions? Perhaps if they did we would we see more winners and fewer sinners on our web site.