Simply installing a CRM software and making your employees use it on daily basis won’t do much good to your business, as it won’t help fetch the favored results. Quality of data is one of the most important factors to be considered while choosing a CRM software, but in reality, factors like automation, reporting, control are given more importance than this.
A CRM software’s prime job is to ensure that the data fed in it is obtainable in a smart and interactive way, so that necessary actions can be taken. Quality data from CRM depends on many factors and this article will discuss about five ways to improve the quality of your CRM data:
To ensure that important data is not left out, CRM users can put in ‘required’ alerts in the input screen and capture only the necessary stuffs. Data overload also leads to duplication, needless information and wastage of time. The process of capturing and feeding only the important stuffs can be imbibed as a practice among the users to make the process faster and fruitful.
For a customer-centric company, gathering data pertaining to customers is done through various means like surveys, form filling, feedback, online forms, interviews, etc. Such data gathering process can be executed for various reasons such as to learn the response for a newly launched product/service, or to understand the needs of customers. For your CRM to give best results, the data gathering process needs to be crisp. Avoid open-ended questions: Keep answering as a rating process or a choice between few options. Basic information gathering process needs to be short, so that it can be fed into the system in a short time. Lastly, it is advisable to use online systems to gather customer data, as it makes it easy to integrate the collected data into the CRM system.
The biggest threat to data accuracy is the amount of data duplication that leaves the data inaccurate and redundant for future use. There are Multiple Master records created for the same company or the same customer that creates loads of data resulting in inaccurate forecasting. Simple things like unable to find the customer while searching in the system or non-uniform data storing for different departments can create unwanted amount of data for a single entity. To avoid data duplication, all departments need to be brought on the same platform and should have access to information about every customer and flexibility to view and add further communication. This will help in smooth transition along with identification of any duplicate data.
Many times, it is not only the data that is fed into the system, but field activities too can have an impact on the data created in the system. For example, assigning and sending more than one salesperson to the customer to present the product case or sending multiple communications to the customer, cold-calling, data not being in accord with the sales data, etc. For each communication that takes place, the concerned person creates data into the system only to have redundant records for a single customer. To avoid this, reduction of such overlap is suggested whenever possible. Adhering to strict processes can make a lot of difference to the data while bringing down variable costs. Over and above, personal accountability should be practiced to ensure that employees stay extra careful while feeding data into the CRM system.
For your CRM software to perform at its optimum best, schedule regular checkups to ensure data accuracy. Focusing on data optimization part during downtimes will help maintain a consistent and constant level of data quality for a long run.