How did those duplicates get in your Oracle CRM On Demand? Maybe it was when two CRM systems were integrated, or maybe a trade show list was imported multiple times. It could even have happened like a slow leak; a few from one rep, a few from customer or tech support and then, BOOM! before you know it, there are too many to count! The problem is that duplicates waste your time and cost you money. A lot of time and money.
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In our blog, you’ll find helpful and informative posts dedicated to improving CRM performance and usability. Our topics include deep dives on the technical aspects of CRMs like searching and data quality. You’ll also find insightful posts about user productivity and adoption.
Dirty data has an obvious impact on your customers. Say you have a VIP client, Ed Jones, whom your marketing and sales team has been nurturing for over a year. You’ve sent emails. You’ve had several face to face meetings. But somehow a duplicate record was created, and unbeknownst to you, Ed is getting two emails instead of one. To compound the error, you called Ed the other day to see if he got the proposal, but because you logged the call on the duplicate record, you made a second call later in the week. I know you are a good salesperson, but you rely on your CRM system, not your memory. Now Ed is laughing, but at you, not with you. Yikes.
In an ideal world, your CRM system would be fast and full of pertinent, up to date information. You’d be able to run forecasts without a second thought. Right before a meeting, you’d have all the details right at your fingertips, so you can convert your lead into a customer. Your sales team would be entering in data from tradeshows and bombarding the CRM system with insights and ideas. But wait….did I just hear you groan out loud?
The Data Quality Issue:
Hi, I’m David Smith, a new customer of yours. I just spent close to $10,000 to acquire your top-of-the-line gizmo. And, I was welcomed to your customer family with no less than six emails; all with different salutations. Let’s see, I was Dave Smith; David Smith; Davey Smith; Dave Smythe; David Smythe; and Davide Smythe. They obviously all had the same email address, so who was the brain surgeon that entered this information 6 times? I tell ya, I feel more like a closed deal than a member of your ‘family’.
The Solution to the Issue:
The immediate solution to the issue is to throw some upgrades and give-a-ways to David Smith to make sure he doesn’t bad-mouth us! That could cost the company up to 10% of the sale.
The next step to the solution is to clean up CRM On Demand! I’ll use CleanCRM to scan for duplicate records. Maybe I’ll match on email address or some combination of city, state, last name. Thankfully, CleanCRM is so flexible that I can dink around with the settings and find what works best for our situation.
Now, I’ll need to go over protocol for new record creation with sales, and make sure they are using CleanEnter. CleanEnter could have caught all these duplicates right at the point of entry. It’s integrated right into CRM On Demand and the results are real-time.
Benefits to the Solution:
So much time could have been saved and so many headaches could have been avoided using ActivePrime solutions. We could have avoided embarrassment, never upset the customer and started off on the right foot.
Non-standardized address data is the bane of the marketer’s existence. Address errors, though seemingly minor, can reek of unprofessionalism in the eyes of your clients, and can often lead to your materials being slowed down by the post office, or even sent astray. How do you send mail promos to an address that might not exist? Worse off, isn’t it terrible when your sales rep sends a contract to a potential buyer, only to have it redlined with corrections to their billing address?
Inaccurate contact information is a crippling problem for data stored in your CRM. No matter how the wrong info makes its way into the CRM, it tends to just stay there. Say you call a new lead and figure it it's a wrong number when you can't connect, or someone else answers the phone. Not only have you wasted your time, but you also have a dead lead in your hands. You could try to look up the right phone number (but where would you get that data?), delete the record, or leave it alone.
Data Quality refers to the fitness of your data to serve your company's needs. Regarding the data in your CRM system, this could mean the number of duplicate records you have, accuracy of the data, completeness, relevance to your sales or marketing goals. With increasing globalization, volume of data being processed, and the interconnectivity of corporate data, high quality data in your CRM system is becoming essential for accurate reporting, efficient sales and marketing outreach, and saving time.