The customer relationship management (CRM) industry's experts cite poor data quality as one of the top reasons that CRM applications fail to deliver. Poor quality data often leads to missing, inconsistent, and misleading information, which can cause user dissatisfaction and a lack of user adoption.

It is important that users understand that the data quality in Salesforce CRM is not only the responsibility of their system administrator, but that they must contribute to the accurate recording of information and understand how data quality directly affects their work efforts.

It is, however, true that people can make mistakes when entering data. This is where the power of the Salesforce CRM application and the https://developer.salesforce.com/docs/atlas.en-us.fundamentals.meta/fundamentals/adg_intro.htm platform becomes truly apparent.

We can mitigate this source of error by building automatic validations and workflows in Salesforce CRM to prevent users from making errors and cleaning up data where necessary.