The Data Mapping process answers five fundamental questions:

1. What data are available (against a check-list of 60 defined data types required to enable excellent customer management)?
2. How good is data quality (measured across 10 defined data quality dimensions)?
3. What tools and skills are available within the organisation, or within existing outsourced providers?
4. How are data being used (or not being used) against a checklist of 90 defined ways in which data can be used to drive excellent customer management?
5. Given content, quality and usage, how might the organisation gain more value from its customer information related assets?

Data Mapping quickly and methodically flags real areas of strength and weakness, and identifies those gaps that must be filled before significant progress can be made.