The CRM database is considered as one of the most essential asses for a company and a well maintained, organized CRM or marketing information assumes great importance. But at the same time, it is essential to note that CRM data is perishable in nature and also need consistent attention, cleaning along with concerted efforts so that the complete utilization of its potential can be done.
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Now, let us take a close look at some of the tips which will be helpful in maintaining the CRM data in the ‘right’ shape –
Finding decline in data quality
It has been found that ‘bad’ quality data is mostly ignored till it hampers the routine work. Hence, it is essential that we are able to identify a person who will be monitoring the quality of data regularly and also review the maintenance process. The data scan can be done on periodic basis such as daily, weekly or monthly. The sales rep or the marketing department who use the data for calls, email prospects or the clients will be notice the change. Maintaining a feedback from other teams will prove helpful in the cleaning process.
Maintaining a company policy on data standards is essential
There are CRM administrators and also managers who are always eager to ensure that the uploaded details/data into the software is checked and also entered correctly, but usually a CRM is accessed by different users across an organization. Nobody can control what data is entered into the system, or how the editing and updating is done.
It is essential that the end users are properly informed about the organization’s data standards policy so that the data cleansing becomes easier. Moreover, it is believed that having a well-defined data standards policy should be treated as an essential practice.
Ensuring implementation of strict quality controls at the data source
CRM data mostly comes from different kind of sources like conference lists, whitepaper downloads, online ad clicks, website form fills, purchased business contact lists, etc. One of the most common practices is to upload the data without filtering it. But, if you review and also clean the data just from the source, it will prove helpful in saving time.
Reviewing the incomplete records
Although, most of the CRM softwares need validations for checking the compulsory fields, it has been found that it better to make sure a specific value for each and every field during the time record is generated. It has been found that adding the missing data is not an easy data and may require lot of effort which can consume lot of time.
Locating duplicate and redundant data
If your CRM comprises of duplicate records with large amounts of junk data, it shows that the database is sick. There are quite a few preventive steps that can prove helpful in validating records and also ensures that the entry made is unique in nature. As there is jumping count of leads are coming via varied sources such as form fills and the on lien sources, it is an absolute must that regular scans are done for the junk records.
The regular check assumes more significance as the duplicate and redundant information can impact the analytics and reports significantly.
Periodic filtering of the expired information stored in the software
Firms and companies collaborate, get bought or also face shutdown. The contacts have been found to be changing addresses, jobs also move within a firm. Hence, it is true that CRM data faces threat of expiring. This is one area which can’t be automated and also need significant investment of time and energy. The more checks are carried out; the health of your CRM will improve considerably. Reports suggest that if a database continues to be unchecked for a complete year, the expired data can jump by about 30%. Hence, it is often suggested that running through the entire data once every quarter is a good practice.
Enriching the data and enhancing its value
If data cleansing has been found to be helpful for maintaining the database quality, then data enrichment will also ensure that he data quality gets enhanced which will eventually make it more essential for the end users. Find out which are the additional data points in every record that could prove beneficial for the users to bag an improved insight into each and every account. The extra points that could have been added are press releases, etc.
If any organization is able to implement seven important tips in an effective manner in their routine activities, it will prove helpful for a CRM to display good results.
The article is also available at http://www.basearticles.com/Article/7077/How-to-maintain-healthy-CRM-and-marketing-data.html
Finding decline in data quality
It has been found that ‘bad’ quality data is mostly ignored till it hampers the routine work. Hence, it is essential that we are able to identify a person who will be monitoring the quality of data regularly and also review the maintenance process. The data scan can be done on periodic basis such as daily, weekly or monthly. The sales rep or the marketing department who use the data for calls, email prospects or the clients will be notice the change. Maintaining a feedback from other teams will prove helpful in the cleaning process.
Maintaining a company policy on data standards is essential
There are CRM administrators and also managers who are always eager to ensure that the uploaded details/data into the software is checked and also entered correctly, but usually a CRM is accessed by different users across an organization. Nobody can control what data is entered into the system, or how the editing and updating is done.
It is essential that the end users are properly informed about the organization’s data standards policy so that the data cleansing becomes easier. Moreover, it is believed that having a well-defined data standards policy should be treated as an essential practice.
Ensuring implementation of strict quality controls at the data source
CRM data mostly comes from different kind of sources like conference lists, whitepaper downloads, online ad clicks, website form fills, purchased business contact lists, etc. One of the most common practices is to upload the data without filtering it. But, if you review and also clean the data just from the source, it will prove helpful in saving time.
Reviewing the incomplete records
Although, most of the CRM softwares need validations for checking the compulsory fields, it has been found that it better to make sure a specific value for each and every field during the time record is generated. It has been found that adding the missing data is not an easy data and may require lot of effort which can consume lot of time.
Locating duplicate and redundant data
If your CRM comprises of duplicate records with large amounts of junk data, it shows that the database is sick. There are quite a few preventive steps that can prove helpful in validating records and also ensures that the entry made is unique in nature. As there is jumping count of leads are coming via varied sources such as form fills and the on lien sources, it is an absolute must that regular scans are done for the junk records.
The regular check assumes more significance as the duplicate and redundant information can impact the analytics and reports significantly.
Periodic filtering of the expired information stored in the software
Firms and companies collaborate, get bought or also face shutdown. The contacts have been found to be changing addresses, jobs also move within a firm. Hence, it is true that CRM data faces threat of expiring. This is one area which can’t be automated and also need significant investment of time and energy. The more checks are carried out; the health of your CRM will improve considerably. Reports suggest that if a database continues to be unchecked for a complete year, the expired data can jump by about 30%. Hence, it is often suggested that running through the entire data once every quarter is a good practice.
Enriching the data and enhancing its value
If data cleansing has been found to be helpful for maintaining the database quality, then data enrichment will also ensure that he data quality gets enhanced which will eventually make it more essential for the end users. Find out which are the additional data points in every record that could prove beneficial for the users to bag an improved insight into each and every account. The extra points that could have been added are press releases, etc.
If any organization is able to implement seven important tips in an effective manner in their routine activities, it will prove helpful for a CRM to display good results.
The article is also available at http://www.basearticles.com/Article/7077/How-to-maintain-healthy-CRM-and-marketing-data.html
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