Low sales efficiency, poor marketing response rates, and declining revenues are the most visible effects of bad data in your CRM.
But poor data quality impacts business in more insidious ways. Lack of confidence in the accuracy of customer data causes user adoption rates to drop - along with your return on CRM investment.
Frustration about data quality combined with limitations of the CRM functionality can rapidly lead to user rejection of the system.
What poor data quality means for IT teams
1. Costly data cleansing
Cleaning up data requires expensive resources - up to 50% of a company’s IT budget goes into information scrap and rework caused by poor data quality.
CRM users in Sales and Marketing are a constant source of duplicates. Inaccurate search results, lead conversion, lists import, all feed duplicate records into your CRM.
2. Frequent user complaints
Bad data makes it difficult for users to find value in the CRM. Duplicated records, missing fields of information, inaccurate contact data are common causes of complaints from Sales and Marketing teams.
Poor data quality weakens users’ confidence in the CRM and eventually leads to low usage of the system.
3. Higher storage costs
Wasted marketing budgets and lost sales opportunities are just two facets of the what bad data is costing you. The cost of storing data can dramatically increase if your CRM is filled with duplicate records.
3 steps that help you improve your CRM Adoption
1. Keep a clean CRM
A CRM deduplication solution should be quick and efficient in identifying and removing duplicates. To meet specific user needs and business requirements, select a tool that also provides flexibility working with any object type, allows you to set your own duplicate detection rules, and can perform automated tasks on your own schedule.
2. Enhance CRM ease of use
Enhancing native CRM functionality in terms of record search reduces user frustration about finding the right customer data.
Duplicate detection upon data entry and file import is particularly valuable for Marketing users who can instantly view existing CRM data and avoid creating duplicates.
3. Monitor your data quality
Prevent CRM data from deteriorating by consistently monitoring duplicated, inaccurate, and incomplete data. Knowing where duplicates are hiding allows you to dedupe smaller batches of data so you can avoid a greater impact on business later on.
Are you making the most of your CRM investment? Evaluate the current state of your data with our free assessment, the Data Quality Report.
Need guidance with specific actions you can take to improve your data quality? We’re here to help!