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More efficiency through better data quality

Data Quality is the cornerstone of your CRM strategy

How do you get more out of your Customer Relationship Management (CRM) solution?  Does it always require additional functionalities?  Well...enhancing the Data Quality in your CRM may already bring you nice benefits!

Why is data quality important?

Ensuring good data quality in your CRM solution brings benefits like:

  • Being able to better prospect and target new customers
  • Being able to more easily identify cross- and upsell opportunitiesdata quality
  • Increase efficiency
  • Retrieve the right information fast
  • Increase productivity
  • Easier and better decision making

 

How do you measure the quality of your data?

There are different attributes that help you estimate data quality:

Topic Description How to assess
Age When was the last time each record was updated? Run reports to check the last modified date of records.  What percentage of records have been updated recently?
Completeness Are all key business fields filled in? Make a list of which fields are required for each business use. Next, run a report to show the percentage of blanks for these fields.
Accuracy Is your data as accurate as possible? Where possible, validate the content of your records against a trusted source.
Consistency Is the same formatting, spelling and language used across records? Run a report to show the values used for date, currency, country...
Usage Is data in your CRM application effectively used? Review the available tools and resources your business uses.

 

 

 

 

 

 

 

 

 

How do you improve data quality?

Ensure that you know which customer data is needed to support your business' objectives. It's also important to understand the data that is needed and how people in your company use it.  You need these data to develop a data management plan.

A typical data management plan includes standards for creating, processing and maintaining data:

Data standard Description Example
Naming Set naming conventions for records Make sure that company names are never abbreviated except when the abbreviation is the standard name.
Formatting Ensure that dates and currency fields are formatted in a uniform manner Use dd/mm/yyyy for all date formats
Workflow Determine processes for record creating, reviewing, updating and archiving.  Determine all the stages a record goes through during its lifecycle Route service requests upon predetermined rules.
Quality Set appropriate standards for data quality - make important fields required, validate field content, use picklists to set predefined values

Active leads should be updated at least once per month.

The close date of an opportunity may not be earlier than today.

 

Resources

Keeping your data in good shape may be done manually, but when using Salesforce you may also use AppExchange solutions to help keeping your data up-to-date.  Here are some solutions that may help you:

 

Creating a data-centric culture is the best guarantee for the best data quality in your company. 

You want more information on how implementing a data-centric approach?  Contact us via this form.