How can you make sure your CRM data is clean? Start by following a few steps to make your CRM structured and spotless. Below, we also include the procedure to maintain it that way.
#1 Delete or merge duplicate records
Removing duplicates is the first step in cleaning up your CRM database as a CRM platform owner. Duplicate records occur for a variety of reasons, including several team members entering the same data on multiple days, importing data that doesn’t take into account existing entries, or customers submitting data multiple times.
Duplicates must be deleted or merged with their existing equivalents, regardless of how they are entered into the system. However, the burden of manually detecting and removing duplicates when you have thousands of records is intimidating and impractical. Consider the following strategies:
- Use duplicate checker software to see if there are any duplicates. For example, Salesforce has a free tool to check for duplicates.
- Using case merge software like Case Merge Premium, it not only looks for duplicates but also merges them all at once.
- Block copying from scratch in the future. Find out if your CRM offers its own ability to prevent duplicates at the entry point after you’ve removed existing duplicates. If this is the case, you can immediately prevent future duplication by notifying users when they try to import a duplicate.
#2 Limit the number of admin users
Consider limiting the number of group members with full administrative rights within the system as part of your efforts to reduce and avoid duplicate entries. According to the CIO, the number of administrators with full system access should be kept to six, but this is only a guide.
The ideal amount for you will depend on the size of your company and the nature of your business. Keeping the number of admins under control helps maintain your processes and can prevent unskilled team members from accidentally disabling the essential duplicate checker.
#3 Create a set of data entry best practices
When critical information is missing or recorded inconsistently, data becomes a problem. You can make your CRM software much more efficient in the future by establishing standard processes for data entry.
Your duplicate checker will identify duplicates faster if the records are more comprehensive. Analyze the information you have collected.
Is there a clear, consistent set of rules and procedures for entering the following data points?
- Do you use an official name or can you also use a nickname? Are all names capitalized?
- How are physical addresses abbreviated?
- Do you delete the old address or keep it in the subfield if you receive a new one? Users should connect items for individuals residing at the same address in the same household.
- Occupation title: Is the title spelled out in full or abbreviated? A slight difference between the words “Doctor” and “Dr.” could result in a duplicate entry going unnoticed.
- Notes: What’s the best way for people to use the note field? If your business only uses this area for information that doesn’t fit in any other area, such as a customer’s preferred name, make sure everyone on the team knows this.
Once you’ve decided on your standards and practices, be sure to document them and make them available to all users who will have access to the CRM system.
#4 Schedule maintenance
You are now in excellent condition, with copies processed, administrators properly selected, and the entry process in place. Cleaning CRM, like most things, is not a “set it up and forget it” task. Everything from weekly checks for identified duplicates to quarterly checks to upgrade existing CRM software is included in the maintenance process.
Take the time to delete poor records or check for missing data regularly, and consider using automated reminders or assigning tasks to ensure that nothing slips between the cracks. It’s also important to note that you should build a process in your CRM system to inventory outdated, stale, and untreated data.
Use CRM’s reporting capabilities to generate reports on your oldest records. Consider placing it on responsible team members’ dashboards or screens to remind them to handle that data according to company rules.
#5 Create a ‘No Shortcut’ Rule
Some individuals are slow to import CRM data. They are only distracted by other activities and do not complete the task at hand.
They can enter the organization name and phone number as they move between meetings or switch from one job to another, but ignore contact information. Perhaps they want to double-check the contact’s name and leave it for later. If this doesn’t happen, your business will start accumulating a CRM full of incomplete records.
You will need the contact’s full name. You must include your phone number and email address, as well as any other information you deem necessary for consumers to purchase from your business. Recognize the dangers of entering shortcuts with CRM data – and avoid them.
#6 Identify who is inactive
If someone looks at a record in CRM and has to ask, “How the hell did it get in there?” that’s a good sign. You’ve got a data cleaning problem.
While most businesses focus their efforts on pursuing consumers who show the clearest signs of purchase intent, you must constantly filter out those who will never become customers. row.
If a customer or prospect hasn’t interacted with you for months or even years, it’s time to find another contact or remove them from CRM.
This practice often reveals that the reason you’re inactive is because you’ve been trying to contact someone who’s been out of work for a long time. They may have moved to another department within the same company.
The business has been purchased or merged with others several times. Perhaps you do not have the correct contact information.
Clean CRM data is data you can rely on. It’s data that you can use to expand your company.
Most people will realize this. It’s simply a matter of considerations about making sure it’s there.
#7 Prevent Bot from gaining access
When consumers download an item like an eBook, marketing teams use forms to collect leads. These forms collect a lot of CRM data. However, such forms are not always filled out by actual individuals.
Even if your IT staff is small, there are often simple solutions that can be used to prevent bots from infiltrating your CRM.
It could involve requiring someone to complete a CAPTCHA before submitting a form, or just using a filter to exclude suspicious email addresses and domains.
Final thoughts
Maintaining clean CRM data is everyone’s job, and the benefits of this include a deeper knowledge of your customers and the ability to interact with them effectively. If you need assistance getting started with a CRM data maintenance plan, please contact us.
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