Diseño de una metodología para la calidad de datos en los sistemas de información CRM manejados en el contact center de Emtelco S.A.

Abstract

This investigation paper is focused on the importance of counting with consistent information as a fundamental asset for the decision making process and execution of strategies for attracting new clients, maintaining them and strengthening their loyalty. We propose a methodology for the application of the Data Quality model that is centered in assuring some fundamental parameters to facilitate the reach of the quality assurance objective. Exactness, integrity, consistency, validity, opportunity and accessibility are the characteristics which any organization that possesses a CRM information system and worries about having a personalized and effective approach with its clients must include in its internal processes of customer services and marketing, applying a methodology like the proposed. Talking about the impacts and consequences of a data base with mistakes is talking about multiple activities that would be undertaken unlike planned and would represent, in the best case, an economic loss because of an investment that will not give any returns, or in other cases it would represent not only the economic loss, but loss of credibility from the clients, about the information and its usage. From what has been said before, the methodology developed consists of seven specific components which are interrelated and together lead to the achievement of quality data. First, it is necessary to define the scope to have clarity about the limitations of the process and define where the efforts should be appointed. The second component is the definition of the objectives and indicators, which will measure the progress of the quality data project. The third component is focused on the quality measures to quantify the quality of the data to create confidence among users of the data base and showing the progress reached. The next component is one of the most relevant for reaching the objectives of the project, is the one that defines the specific actions that must be undertaken such as auditions, filters, correction and prevention models. The fifth component is the definition of the resources and responsibilities to measure and monitor the project, this component links with the sixth which is the chronogram that describes the working plan and includes the stages and dates of execution of the different activities related to the project. The last component is continuity; it is the basis of the life cycle of the methodology, incorporating new changes that must be monitored to quantify the impact of the actions and assuring the feedback of the whole quality data process.