Michele Goetz of Forrester says, "Seems that the expectations that CRM systems could provide a single trusted view of the customer was starting to hit a reality check." Data quality issues affect 91% of businesses according to a research. There are a few ways to improve your data quality in CRM records. They are: Data Deduplication, Standardize Data Collected, Examine Data Collection Process, and Run Data Quality Initiatives Frequently. Read more at: http://it.toolbox.com/blogs/insidecrm/how-to-improve-the-data-quality-of-crm-records-69748