How to clean CRM data to improve efficiency and productivity

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This article was contributed by Tom Wilson, CoreSignal’s Data Professional and Content Editor.

The Customer Relationship Management (CRM) database contains all the information and data you collect on your customer relationship program. Assists in CRM data marketing and CRM datasets are stored and analyzed on CRM system. The longer a database is left untouched, the harder it is to use, and untidy CRM data is useless to both humans and automation tools. Likewise, flawless CRM data is important for successful marketing of personal marketing, email marketing, account-based marketing, etc.

The main hurdle for an effective marketing unit is the dirty CRM system. Failure to clean up your system can lead to marketing, service and sales teams failing. Most companies rely on automation for a variety of marketing forms. As such, referring to inaccurate databases potentially harms the overall experience of your customers. However, it’s not too late to make things better: Learn how to clear CRM data.

Why you should clear your CRM data

Clearing CRM data is a grant work. However, working with a cluttered database can also be a nightmare. When the process of clearing CRM is unfamiliar to your company’s day-to-day activities, it can be done as follows:

  • It becomes impossible to keep track of communication and engagement between your marketing and sales teams and customers.
  • Employees become less productive as more time is spent sorting by inaccurate information.
  • You will lose sight of essential and valuable customers.

Problems caused by unhealthy CRM affect your company’s revenue in the long run. However, when you invest time and resources in the short term, you can eliminate duplicate data, lost data and outdated data.

Duplicate data, missing data and outdated data

Companies that have not recently done CRM cleaning have about 10 to 30% duplicate data and may have lost or outdated data. Duplicate data problems are easier to solve when the scale is small, but if the situation persists, it becomes more complicated.

Data loss is another common problem that negatively affects your company’s data mining process. Often, the problem with missing data is the fault of team members rather than the CRM system, but team members need to pay constant attention to what they do about CRM. Additionally, when your company’s CRM data is outdated, the likelihood of inaccuracies increases. The subjects of the data that your CRM system collects are humans; They often change jobs, move houses, etc. Therefore, it is important to ensure continuous repetition in data collection.

Necessary steps

Clearing CRM data is easy when done on time. If your team decides to optimize the quality of your CRM database, follow these steps to obtain clean, useful, informative data:

Deleting and merging duplicate records

Getting rid of duplicate data values ​​marks the beginning of the cleaning process. You can merge or delete duplicate data, however you should not do this manually for large data sets. When working with big data:

  • You can use Salesforce to execute duplicate checks
  • You can use Case Merge Premium to merge duplicate data values

Once you’ve completed the duplicate cleanup, be sure to optimize your CRM system to prevent data duplication from scratch.

Decrease in the number of administrative users

Reducing the number of employees who have full administrative control over your CRM system seems like a small step. However, doing so ensures process maintenance. Also, there is no risk of Rookie accidentally disabling Duplicate Checker. For security reasons, it is best to keep the number of admin controls to six (although this number will depend on the size of your company).

Have a data entry standard

Data entry is compromised when information is missing. However, when there is a pre-defined standard, your software will be better streamlined. Also, when there is enough data for each account, duplicate checkers work better.

  • Set company-wide rules regarding data.
  • Review your data guide frequently.
  • Make sure employees are following the best practices you set.

Maintenance schedule

Once you’ve removed the duplicates from your CRM database, and you have a standard number of admins and a standard for data input, your system is good to move forward. You can follow by choosing the right data enrichment process, but maintenance is always important.

Your maintenance run should include:

  • Monthly reviews
  • Quarterly check for available updates
  • Scheduled semi-manual cleaning, etc.

The importance of clean data

The importance of clean CRM data cannot be overemphasized. Adequate CRM data results in an exponential increase in lead volume prospecting. Prospecting is a significant task that requires a concerted effort from both the sales and marketing team to attract new customers. Thanks to CRM data, the probability process becomes faster.

CRM data makes their job easier for the sales team. They can quickly convert leads through sales funnels. Efficiency in the work of the in-house team results in a better customer experience. In a world where online customer feedback is critical to companies’ revenue, the customer experience requires a high level of care.

Cleaning up CRM data is essential for every business: it promotes efficiency and productivity. If your team hasn’t already cleaned up your CRM database, this is the best time to start Now,

Tom Wilson is a Data Professional and Content Editor at CoreSignal


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