Thursday, January 30, 2014

CRM Data Management. Best Practices To Retain Data Quality.

Errors which look small have the potential to dilute data quality and affect sales, marketing, and operational productivity. Entering correct data/address is of utmost importance as these errors are rampant across all data collection channels like marketing registration forms, contact and lead list imports, and manual record entry.

An organization’s CRM data is its most valuable asset and it does everything it can to protect it. But what about quality? Is the data quality retained?

Data Quality Management is the most neglected part of CRM data management and gives sleepless nights to Administrators and Managers. A thorough CRM data cleansing and data enrichment is the need of the hour.

Following CRM data management practices help retain data quality:

Don’t ignore bad data – The more you ignore bad data, the higher the chances the quality of the data getting affected. The data quality has to be monitored and needs maintenance. The administrator has to work out a data scan schedule to avoid bad data retention problems. A close-watch on the data and communication with sales and marketing will often help find errors before it is too late

Having an Organizational Policy On Data Standards in place – End-users ought ot be communicated about the data standard policy of your organization. They have to be taught how to handle data and keep it updated. A well-defined standards policy will ensure smooth data flow

Quality checks for data duplication and redundancy – Redundant data and duplicate records make a CRM database unstable. It is imperative to have a preventive measure that weeds out non-required and duplicate data. Regular scans are a must as leads get filled in your database that often go unchecked

Dead CRM data must be filtered out – Change is the law of nature. Even organizations go through changes. They merge, get acquired or shut down, contacts change addresses, change jobs, etc. In short, CRM data has an expiry date. It requires a considerable investment of time and energy. It is very important to filter out dead data periodically to keep the CRM database healthy.

If above data management practices are followed, your CRM will prove to be an asset to your organization!