The goal of CRM is to better manage the customer relationship through information empowerment and a Customer-Centric outlook.  The ability to obtain a complete view of a customer's information is pivotal in realising the goal of CRM.

When implementing CRMs, existing information from multiple sources are extracted and loaded into these 'new' systems. This data migration offers a superb opportunity to truly match, merge, validate and enhance the data in the process of the transformation. This not only brings tremendous business benefits but also ensures that the CRM implementation will bring immediate and real business value.

CRM products today offer outstanding opportunity to add Information Quality processes into the information supplier arena rather than depending on downstream processing. This opportunity is arguably the largest benefit of implementing CRM today. Having said this, it must be noted that the CRM software itself is an 'enabler' of such benefits but will not do it on its own.