removing inaccurate customer records, duplicate records or obsolete data from operational systems
The process of ensuring that a company's CRM data is consistent, accurate and recorded correctly. Data Cleansing is often performed on existing "legacy" systems that have duplicate records or that are plagued by poor querying and reporting due to "dirty" data. It is also a critical component of any new CRM implementation in an effort to ensure that the new system starts with "clean" data.
The process of ensuring that all values in a dataset are consistent and correctly recorded.