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November 30, 2016.
Improving customer data quality in the European life sciences industry remains a top priority, according to research previewed today.
Veeva's 2016 European Customer Data Survey shows that a majority of companies surveyed (73%) still need a complete and real-time view of the customer, while less than half (40%) have the data needed to achieve it.
The challenges the respondents face in improving data quality are mostly due to limitations of their data vendor and siloed data across multiple systems, the research states. Historical stewardship and technology approaches are also cited as impediments.
Only half of the respondents were currently satisfied with the quality of their data, but 78% said they now have initiatives in place or will within two years, as their organizations try to close the gap between what is needed to operate effectively and the current quality of their customer data.
The Veeva report surveyed 80+ life sciences decision makers from France, Germany, UK, Italy, and Spain. The full findings will be published in January 2017.