Build a Healthy CRM System through Better Data Management


shutterstock_208564036 technology desk.jpg

If you’ve ever taken a computer science course, you have probably heard the old computer programmer’s saying “Garbage in = garbage out.’’ Meaning that if your CRM is populated with outdated information, chances are this will affect the output efficiency.

The outcome will lead the sales department to have the incorrect contact information for nurturing customers, and the marketing team will be prone to emailing individuals with no response rate until they become blacklisted.

Data management is crucial for CRM users to have a 360-degree view of their customers in order to maintain an optimized customer experience. CRM systems require accurate data in order to produce outstanding results - in the case of CRM systems, accurate lists and marketing data that performs to expectation.

What constitutes a healthy CRM system? Clean data for a computer entails quality CRM records or information that conforms to rigorous data guidelines. When good data is inputted, so will the output results.

Here are a few ways you can stay on top of your CRM data:

Data Rules for CRM Systems 

Rules add structure to CRM systems to ensure that the inputs are formatted in a way to generate consistent and valuable outputs. Documenting, training others, and following CRM rules are an important step in the CRM process.

To start creating your own set of data rules, you’ll need to start by documenting your company’s unique processes and needs. Gather a team consisting of frequent database users together to start the project. These should be individuals within the company who will use the CRM system the most. The people who need to pull data out of the system must agree on how the data is entered so that you can have a consistent and reliable system.

Naming Conventions 

The bane of any database team’s existence is establishing naming conventions. Although working through naming agreements is a tedious process, it is very important because this work guides data base use throughout the company.

Naming conventions refer to the names by which you’ll call specific pieces of data. From naming conventions comes the data dictionary, which is a directing tool that everyone in the company can refer to so that data entry is consistent and accurate.

As you work through the naming agreements, you’ll also be working through the discussion of what data you should capture and include in the database. Keep in mind that if you don’t set up a naming convention and a data field for information from the start, it may be difficult to keep up with it later, and you could miss some valuable customer information.

Choose the Enforcer

An enforcer sounds like the name of a pro wrestling star, but it’s actually the name used for the person whose job it is to enforce accountability of the database rules written. You can have all the rules and regulations in place that you need but if no one is tasked with enforcing them, the database will quickly become cluttered with unimportant data and ignored.

In addition to choosing someone to make sure that the rules are followed, you should also lay out the steps to address what happens if someone doesn’t follow the rules. By creating these guidelines as a team or group, with representatives from key departments writing the guidelines, you’ll get better buy-in from the rest of the company. This will help people adhere to the guidelines as well as respect the process.

With time, every CRM will inevitably fill up with outdated customer information, that’s why it is important to maintain a data quality strategy to avoid loss of time in productivity.

Data Done Right with BAASS Business Solutions

Implementing a CRM system can be a great experience with the right company by your side. At BAASS Business Solutions, we can help you choose the right CRM system for your needs, create your data rules and naming conventions, and get your CRM system up and running in no time. Contact us or call 1-888-650-5544.

About The Author

Zainab leads the CRM Practice at BAASS and brings a wealth of experience in both the strategic and tactical implementations of CRM. Her extensive background includes consulting, design, and project management. Zainab is a Sage CRM Certified Engineer and Microsoft Certified Technology Specialist (MCTS) with a Master's Degree in Statistics.