".The problem of poor quality customer feedback data is potentially extensive when you consider the different uses of the customer feedback data across your company.
Marketing, examining specific customers’ attitudes over extended periods of time (longitudinal analysis), simply compound data error problems, which could mask real differences or inadvertently show a relationship where none exists. Merging these error-ridden customer feedback data with other data sources (e.g., financial, operational, constituency) minimize the value of the entire, merged database (a major issue when dealing with “Big Data”). Data errors will limit your ability to uncover operational drivers of customer satisfaction or financial consequences of customer loyalty.Integration of poor customer feedback data into your customer relationship management (CRM) system/process will adversely impact account management activities (e.g., you think your contact in your Account is satisfied, when, in reality, she is not)."
Via
Metrinomics