Created with AI.
What is master data in a CRM system?
Master data is information used by many and owned by few. Customers, contacts, products, and price lists are typical examples.
They are used simultaneously by sales, service, finance, and marketing. If one department changes something, it affects everyone. Therefore, they cannot be managed by whoever happened to register them.
A definition everyone agrees on — what exactly is a customer? An owner who makes the final decision in case of disagreement. And a unique identifier, such as the organization number for Norwegian companies.
Different figures in different reports, with no one able to say which is correct. In that case, the issue is usually the master data, not the reports.
Ask a question or share what helped you.
Share a question or reflection.
Be the first to contribute.