Spring is here. As we open our windows to let the fresh air in, it’s time to start thinking about cleaning. So get under your desk and chase away the dust bunnies that are huddling around your surge protector. While you are down there, let’s also talk about your CRM system. How clean do you think your data is? The answer should be that it’s as squeaky clean as your desk. It’s easy to get complacent about your CRM system. You do a lot of maintenance, we know. You teach your staff how to enter in names properly. You catch duplicate entries and eliminate them. But you may not be aware of all the dirty data that’s sneaking into your system. That’s where we want to help.
Welcome to the ActivePrime Blog
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.
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.
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:
You may be like me, and work for a company where everyone wears many hats. Accounting bleeds into HR, Customer support bleeds into Tech support and Marketing bleeds into Sales. That means that I, the marketing admin, need to enter new Leads when one calls us up to ask for information.
Duplicates are more than just a pain to deal with when it comes to searching for a name. They can cost you money. They can waste your time. They can give you a false sense of security when projecting your sales.
So how do you determine how many duplicates you have? More importantly, how do you get rid of them?
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.
You have 7 John Smith’s in your CRM – which one were you suppose to call again?
This is one of my biggest headaches. Let's say the sales team passed along a support request that Mr. Smith had. ‘It seems like a pretty easy fix.’ my sales rep says, ‘Give him a call. He’s free between 2-3pm next Monday. All his info is logged in CRM On Demand.’ Indeed, it's a simple fix -- I can call him and be done in under 15 min. So, 2:30 pm rolls around on Monday, and I go to look up his phone number in CRM On Demand. But there’s 7 John Smith’s. I interrupt my sales rep’s demo to ask, ‘Um, which John Smith?’ The one from AT&T, we're planning to close a deal with them next week. But there are four John Smith's from AT&T. And they all have different phone numbers. I can't bug my sales rep again. What would you do?
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.
CleanScan Empowers Users to Resolve Duplicates in Oracle Sales and Marketing Cloud Service
Mountain View, CA - October 1, 2012 -- ActivePrime Inc™, the leading supplier of cloud data quality solutions for CRM, announces today the integration of CleanScan™ for Oracle Sales and Marketing Cloud Service. Embedded in the Oracle Sales and Marketing Cloud Service user interface, CleanScan empowers users to resolve their own duplicates by presenting a simple table, and by providing the capability to merge in one-click.