Persisting data
Ensuring data is persisted in a consistent manner is paramount to the long-term success of a Salesforce implementation. Therefore, it is important to understand the causes of data quality issues and the techniques available to improve data quality but ideally prevent it from happening in the first place as much as possible.
Data quality issues can arise due to the age of the data, how complete and accurate the data is, whether duplicate data exists, and the consistency in the way data is used. Data quality issues can cause users to be presented with incomplete or incorrect information, causing them to spend more time gathering that information (which may require them to spend time in multiple systems or with multiple data sources). Worse still, customers may be subjected to poor customer service caused by account managers or service agents having incomplete or incorrect information. Lastly, frustrated users may be deterred from utilizing a System Of Record (SOR)...