CRM is the core system for most companies as for their ability to grow and their efficiency in serving customers. Despite this, data quality issues very often arise: incomplete data, missing information, empty fields are some words describing a usual quality issue in CRM data. Although large amount of data is stored inside every day, there is still much remaining locked out: useful information that we may receive but never properly store it!
Have you ever written down the phone number of a potential customer on a sticky note? Do you sometimes leave important information about an order in different emails buried in your inbox? How common it is to have important info scattered in various files or even to printed papers? While being out in a meeting, don’t save a phone number in your mobile phone? How often do you make task lists in excel? In most of those cases the information will never make it to the CRM!
These practices lead to siloed information, which contradicts the very purpose of a CRM: to provide a unified, well-organized, and easily accessible database for all customer information.
The impact of this scattered information goes beyond simple disorganization. Imagine a salesperson calling a potential customer whose number they found on a forgotten note. The customer is likely confused, having no record of prior interaction. This fragmented approach creates a frustrating experience for the customer and hinders building rapport. Furthermore, valuable insights are lost when data isn't centralized. Marketing campaigns miss the mark without a complete understanding of customer preferences. Sales opportunities are lost because key details about past interactions or buying habits remain buried in emails or notebooks. By siloing information, businesses miss out on the big picture and the chance to leverage their customer data for maximum impact.
Resource Waste: Manually managing data outside the CRM is time-consuming and inefficient.
It seems obvious that what this is not a desirable situation for a business or an organization. But why this issue is so common across different industries, company sizes and countries?
We tried to identify the basic reasons:
If we have some hints that critical information stays out of our CRM, we need to deal with it and not let it grow and become irreversible. As every case is different, it is recommended to make a thorough data quality assessment, to understand the extend of the problem and its characteristics. This is about identifying what kind and how much information is missing, having a full and detailed for every different record or field of our CRM.
Having the full picture of the problem we can design and implement the adequate solutions. As said before, every case is different and only a tailor-made solution can really solve the problem. Nevertheless, there are some general remedies that can be used in most cases and be adapted in the special characteristics of each one.
We would like to repeat it: every case is different, that is why a careful assessment is necessary before taking any action. It is though safe to say that by implementing such technical solutions and organizational measures much of the problem will be resolved.
The CRM is the tool for business growth and commercial efficiency. As technology continues to evolve, the capabilities of CRM systems will expand, offering new ways to capture, integrate, and utilize data. Unlocking the full potential of your CRM is not just about having the right technology; it’s about creating an ecosystem where data flows freely, is of high quality, and is used effectively by all members of the organization. By breaking down data silos, enhancing integration capabilities, improving data quality, and boosting user adoption, businesses can ensure that their CRM systems deliver on their promise of enhanced customer relationships and business growth. Investing in these strategies will not only unlock the data trapped outside your CRM but also transform how your business leverages data, driving efficiency, innovation, and sustained success in an ever-evolving market landscape.