Five Characteristics of Quality CRM Data and Practical Steps to Get Back on Track

A few years ago I wrote an article on cleaning dirty data in your CRM system, See link for details on Dirty Data cleaned Dirt Cheap. The gist of the article is that data management needs to be a sustained activity that is accomplished over time and not a one-time event.  CRM Data management is like technology compatibility in the sense that it is an ever moving target.

Data does not have to be perfect all the time, but does need to be fit for use in your sales operations cycles. Even if your CRM platform is backed up, updated, and managed on your behalf, your data management is an area that needs to be maintained and included in your CRM strategies.    A CRM tool is the central repository for the lifeblood of your business – sales.  When your business is using your CRM tools (Mobile, Web, Social etc) well then it becomes a tool where dashboards, data lists, reports, become a way to help your teams win the heart of your customers.

What is clean high quality data?

The top five characteristics of high quality data are:   Accurate, Complete, Consistent, Unique, and Timely. These items can all be addressed with a system usage guide (user policy document) to ensure that everyone knows what is expected.

Data are of high quality if “they are fit for their intended uses in operations, decision making and planning.” (J. M. Juran)

Practical Steps to help your situation

  1. Establish usage guidelines for data entry (intelligent naming conventions)
  2. Confirm your integrated system are not creating data issues (E-mail, Social, ERP/Accounting, web)
  3. Confirm your imported data, is compared either before or after, and has not creating duplicates
  4. Assign a Data Steward (DS) to help advocate and educate on data compliancy
  5. Use the proper built in tools and 3rd party tools to assist
  6. Use experienced consultants to give you the jump start you need

We’re entering a new world in which data may be more important than software.   Tim O’Reilly

If you would like to discuss upgrading your system, or to see a free demonstration, please contact Simplesoft Solutions.

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