The Inextricable Link between Data Quality and Customer Experience

people looking at the screenExcellent customer experience is the sum of every interaction an individual has with an organization’s people, products, processes, and services throughout the customer journey. An organizations’ ability to enhance customer experience is intrinsically tied to its ability to understand, measure, and take action based upon the data associated with customer interactions. Qualitative and quantitative data enable organizations to listen to the voice of the customer and enact data-driven decisions that improve the customer experience.

However, organizations commonly struggle to ensure a high level of data quality. Data quality issues arise from legacy system-based IT environments fraught with non-authoritative data sources, complex system interfaces, inconsistent data governance, and fragmented data strategy. Each of these issues make trusting data a challenge. Poor data quality can lead to incorrect assumptions, suboptimal outcomes, and ineffective stewardship of taxpayer dollars.

Grant Thornton uses a nine-step approach to assess an organization’s data quality and institutionalize customer experience improvement. Grant Thornton’s Data Quality approach affirms data as an enterprise asset and data quality as an organizational priority. Improving data quality allows organizations to harness data to resolve issues, reduce uncertainty about decisions, improve performance, and decrease costs. Combined, these benefits strengthen customer experience and overall organizational health. Grant Thornton’s Data Quality approach applies private sector best practices and tailors them to an organization’s definition of customer experience success.


Paul SeckarPaul Seckar
Principal, Public Sector Advisory
T: +1 703 637 2626

Jeff LawtonJeff Lawton
Managing Director, Public Sector Advisory
T: +1 703 837 4407

Satish GattadahalliSatish Gattadahalli
Director, Public Sector Advisory
T: +1 703 637 3088