Enrich data by updating records rather than creating new records

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Poor data quality is a scourge of many CRMs, and often results from data mismanagement.

It’s one of the several reasons some salespeople avoid your CRM entirely.

Incorrect, inaccurate, or missing data annoy end users and impede operations.

It wastes time while employees hunt down missing details or correct records and its inaccuracies diminish your returns on the CRM investment.

If multiple end users are adding leads and updating contact records daily, then you’ll need to schedule audits more frequently.

Even with a relatively slow pace of CRM usage, audits shouldn’t be too few and far between.

There are data assets stored in all the tools your company uses to interact with customers.

Users should be particularly cautious when removing data with tangible business value, such as an email address, phone number or social media handle.

One measure of data integrity is accuracy, aside from proactively updating individual records we know to have changed, there are certain ways we can clean up data within the CRM.

Data audits can be scheduled according to the pace of data entry.

Many CRMs — predominately the larger ones — partner with CRM-specific data management tools.

These might be available free of charge by subscription.

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