How can you be sure that your CRM data is clean? Start by following a few steps to make your CRM structured and smooth. Below we also include the procedures for its maintenance.
#1 Delete or merge duplicate records
Eliminate duplicates as the first step in cleaning up your CRM database as a CRM platform owner. Duplicate entries occur for a variety of reasons, including multiple team members entering the same data on multiple dates, a data import that ignores existing entries, or a client submitting data multiple times.
Duplicates must be removed or merged with their existing equivalents, regardless of how they entered the system. However, the burden of manually detecting and removing duplicates when you have thousands of records is overwhelming and impractical. Consider the following strategies:
- Use duplicate checking software to see if there are duplicates. Salesforce, for example, has a free tool that checks for duplication.
- Use case merge software like Case Merge Premium, which goes above and beyond by not just finding duplicates, but merging them all at once.
- Block duplication from the beginning in the future. Find out if your CRM offers a native ability to prevent duplicate cases at the entry point once you’ve removed existing duplicates. If this is the case, you can immediately prevent future duplication by notifying users when they try to enter one.
#2 Limit the number of administrative users
Consider limiting the number of team members with full administrative rights within the system in an effort to reduce and prevent duplicate entries. According to the CIO, the number of administrators with full system access should be six, but this is just 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 administrators under control helps maintain your processes and can prevent an unqualified team member from inadvertently disabling an essential mirror check.
#3 Create a set of data entry best practices
When critical information is missing or inconsistently documented, data becomes a problem. In the future, you can make your CRM software much more efficient by establishing standard procedures for data entry.
Your duplicate checker will identify a duplicate case more quickly if the records are more complete. Analyze the information you have collected.
Is there a clear and consistent set of rules and procedures for entering the following data points?
- Do you use official names or are you allowed to use nicknames? Are all names capitalized?
- How are physical addresses shortened?
- Do you delete the old address or keep it in the secondary field if you receive a new one? Users must link the entries of people residing at the same address in the same household.
- Occupation titles: Are the titles written in full or abbreviated? A small difference between the words “doctor” and “dr.” may result in an undetected double entry.
- Notes: What is the best way for people to use the notes field? If your company only uses this field for data that doesn’t fit into any of the other fields, such as a customer’s preferred name, make sure everyone on your team knows this.
Once you’ve decided on your standards and standard practices, be sure to record them and make them available to all users who will have access to the CRM system.
#4 Create a maintenance schedule
It is now in excellent shape, with duplicates processed, administrators selected correctly, and an intake procedure in place. CRM cleanup, like most things, is not a set it and forget it task. Maintenance includes everything from a weekly review of identified duplicates to quarterly checks for available CRM software updates.
Take the time to delete bad records or periodically check for missing data, and consider using automatic reminders or work assignments to make sure nothing gets away. It’s also worth noting that you should create a procedure in your CRM system to list stale, stale, and inactive data.
Use CRM’s reporting capabilities to generate reports on your oldest records. Consider placing them on responsible team members’ dashboards or home screens to remind them to handle such data in accordance with corporate policies.
#5 Create a ‘No Shortcuts’ rule
Some people are lazy when it comes to entering CRM data. They just get distracted by other activities and fail to complete the task.
They may enter the organization’s name and phone number while going from one meeting to another or commuting from one job to another, but omit contact information. Maybe they wanted to double check the contact’s name and postpone it for later. If this doesn’t happen, your company will start accumulating a CRM full of incomplete records.
You will need the full name of the contact. You should include a phone number, email address, and any other information you think consumers need to buy from your business. Recognize the dangers of taking shortcuts with CRM data and avoid them.
#6 Determine who is inactive
If someone looks at a CRM record and has to ask themselves, “How the hell did it get there?” that’s a good sign. You have a problem deleting the data.
While most businesses naturally focus their efforts on finding consumers who show the strongest signs of purchase intent, you must constantly filter out those who will never convert.
If a customer or prospect hasn’t contacted you in months or even years, it’s time to find another contact or remove them from your CRM.
This practice will often reveal that the reason for your inactivity is that you have been trying to contact someone who left their job a long time ago. They may have moved to another department within the same company.
The company has been purchased or merged with others on many occasions. You may not have the correct contact information.
Clean CRM data is data you can trust. This is data that you can use to grow your business.
Most people will recognize this. It’s just about intentionally making sure it’s there.
#7 Prevent robot access
When consumers download an item like an ebook, marketing teams use forms to collect leads behind the scenes. These forms collect a large amount 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 in your CRM.
This could include asking someone to complete a CAPTCHA before submitting a form, or simply using a filter to exclude suspicious email addresses and domains.
final thoughts
Keeping your CRM data clean is everyone’s duty, and the benefits of doing so include knowing your customers better and being able to interact with them effectively. If you need help getting started with your CRM data maintenance plan, contact us.
Categories: How to
Source: HIS Education