The purpose of this white paper is to outline the importance of data quality with reference to single view of customer (SVC). In any organization SVC is the foundation of successful customer relationship management (CRM) across financial institutions, utility companies, telecommunications service providers and retail outfits.

The paper defines the breath of the issue and how poor data quality can hamper, delay and even defeat organizations in their attempts to implement CRM and SVC.

It describes a typical solution to the problem of poor quality customer data based on Informatica Data Quality enterprise data quality management software. The white paper goes through the steps that should be taken to ensure data quality issues are eradicated.