Managing Master Data

Master data management in the CRM encompasses the structured capture, maintenance, and quality assurance of central customer and company data, thereby creating a reliable foundation for all sales, marketing, and service processes.

It begins with the creation of companies and contacts. This ensures that all data is stored in compliance with data protection regulations.

Further processes are available for improving master data quality or enriching master data, e.g.:

• Cleanup of duplicates
• Maintaining relationships
• Company renaming
• Name changes of contacts