Rationale
Data comes from many sources and formats ranging from handwritten raw material to data files and digital sources. To ensure your communications reach your audience, your data must be accurate, in a standard format and machine readable.

Implementation
Access CRM inputs data from all sources, eliminates duplicates and standardizes records for your prospect and customer databases. Typical sources are:

• Non-readable material, such as handwritten coupons, warranty cards, rebate forms

• Machine-readable formats including legacy systems, internet data files or other digital sources

• Outside sources from which data can be acquired to enhance your existing database or to create new records

• New data captured from your CRM communications that is used to update existing customers

• New data received directly from customers or resellers who interact with your customers

• Response activity or results of a customer transaction