We always talk about the value and necessity of data, but there’s one caveat that rarely gets mentioned. Whenever we say “data,” we mean clean and relevant data. We refer to data that offers real value to reps—not the 30% of rotten data that experts say accumulate yearly in your database.
It’s rotten data that has given CRM a bad name. While it’s true that CRM adoption has had exponential growth and that investment in the business has steadily increased, CRM failure remains a major concern, with as many as 1 in 2 businesses saying that the CRM is no help at all.
A CRM fails a business when it contains contaminated, irrelevant, useless, and dated information about customers. As a relationship database, the primary function of a CRM is to help marketers, sales reps, and support reps understand a customer better.
That’s not possible if your data is five years old and hasn’t been changed since. Or if your CRM is full of old contacts that are no longer considered as customers or prospects. Or when looking for a contact is creating more problems because you have multiple entries with different information in data fields.
All these problems will get in the way of using your CRM, and eventually affect your service. To avoid getting knee-deep in decaying data, try the following tips and start keeping a tidier, more effective CRM.
- Keep everyone on the same page about CRM use.
Invest time and effort into training everyone with access to your CRM on the proper data protocol, from data collection to verification. This would ensure that everyone appreciates what clean data is, and the difference it makes to CRM and customer care. It will also help cultivate a culture of data awareness and raise the skill level of your employees in terms of handling customer information.
- Integrate your system.
CTI can help you maintain clean and accurate data in your CRM. Integration will ensure the accuracy of data by automatically capturing data and logging it into your database, removing the intervention of human reps who may or may not follow the standard procedure of data entry.
A great example of how this works is the Tenfold and Sugar integration. Sugar is praised for its intuitive and simple design that’s different and better than the usual enterprise-level CRM. With Tenfold’s enterprise assistant technology, inputting data into Sugar and accessing that data during customer interactions become a breeze. Tenfold logs calls, and offers additional features like click to call and pop-up notifications.
- Institute routine data health checks.
People change—that’s the reality of life. If you can’t keep up with the changes in your csutomers’ lives, you’ll have low-quality data that will just be a hindrance to your business objectives. One way to counter this is by doing data verification with your customers every not and then. If you fear that routine data verification will be tedious, then use automation tools to lessen the time and effort. You can also automate communication with your customers regarding data confirmation.
Data is only good for business when it’s clean and accurate. For optimum data health, choose an integration solution and have trustworthy data at your fingertips any time of the day.
See how Tenfold works in action with Sugar: Tenfold Demo (SugarCRM) on Vimeo