The reliability of data within customer relationship management (CRM) systems is an essential pillar for the development and success of companies.
This article aims to provide you with concrete methods for optimizing and making your CRM data more reliable, based on Data Enso's advanced solutions.
Why is data validation crucial to your CRM?
Your CRM is more than just a tool for storing information. It's the focal point of your sales and marketing operations, centralizing valuable data on your customers and prospects.
However, for this tool to serve your marketing strategy effectively, the data it contains must be beyond reproach.
Unfortunately, CRM systems are vulnerable to data entry errors, obsolete data and duplicate entries. Lack of data validation can lead to significant wasted time, missed sales opportunities and ineffective marketing campaigns. This scenario underlines the importance of rigorous data quality management within your CRM.
How can you make your CRM data more reliable?
1. Data integrity check
This essential process ensures that the information entered into the CRM is complete, logical and complies with a set of predefined criteria. This includes verifying that mandatory fields have been filled in, and that data conforms to standardized formats, such as those for telephone numbers, e-mail addresses, and so on.
2. Duplicate detection and merging
Identifying and merging duplicate records is crucial to maintaining the integrity of your database. This process helps to avoid contacting the same customer or prospect more than once, ensuring more effective, personalized communication.
3. Data standardization
Data standardization ensures that similar records are formatted uniformly throughout the system. This facilitates data analysis, improves reporting accuracy and optimizes marketing operations.
How Data Enso helped a real estate agency improve data reliability
Our client is a medium-sized real estate agency that recently implemented a new marketing strategy, with some success. The leads generated increased by a factor of 2.5 in one year, but the conversion rate dropped by 21% over the same period. What's going on?
A duplication problem, the result of an ill-defined LeadGen strategy
After analyzing the CRM database, the company realized that, at the time of "M", 15% of entries were duplicates: the same lead registered several times with different spellings of the name, two similar entries but with different email addresses, creation of a new entry when one simply wished to update an existing entry, etc. The same lead was registered several times, but with different spellings of the name.
Another major problem: leads arrive omnichannel (agency website, partner ad platforms, trade shows...), but each source has been integrated into the CRM without a unified validation system.
What impact has duplication had on the agency?
This duplication is the main reason for the significant drop in the lead conversion rate, because :
Sales reps waste time contacting the same lead several times under different registrations, which frustrates both the leads and the sales force.
Duplicates blurred analysis of marketing campaign performance and understanding of customer journeys. Decisions are biased because they are based on inaccurate data
Leads were receiving inconsistent or repeated communications, damaging the agency's brand image. The company also noted an increase in unsubscribes to its monthly newsletter, probably due to spam (several emails from the same campaign sent to the same lead).
What's the solution?
The agency has launched a two-phase project to solve the duplication problem.
First of all, existing data was cleaned up to merge identified duplicates, based on agents' knowledge of the field.
Next, the agency invested in an upgrade of its CRM to include automatic duplicate detection and merging, as well as real-time verification during data entry.
Conclusion
Data Quality from Data Enso offers a comprehensive suite of tools and methodologies for refining and enriching your CRM data. By applying these solutions, you can not only increase the efficiency of your customer relationship management, but also ensure that your data is a true strategic asset supporting your business decisions.
Solutions include real-time verification tools and data cleansing methods designed to ensure the reliability and relevance of information within your CRM.
Optimizing the quality of CRM data is an essential investment for any company wishing to maximize its performance and refine its business strategy.
By adopting a rigorous approach to data validation and management, you can ensure the reliability and efficiency of your sales and marketing operations. With the solutions offered by Data Enso, you can not only increase the efficiency of your customer relationship management, but also ensure that your data is a true strategic asset supporting your business decisions.
Solutions include real-time verification tools, data cleansing methods, and data integration and migration processes designed to ensure the reliability and relevance of information within your CRM.
