7 Practical Tips for Dealing with CRM Data Duplication
Businesses that implement CRM systems pursue the threefold goal: cut the expenses, improve relationships with customers and manage the growing database. Thus, the last point of this list has a drawback that influences all the company processes - CRM data duplication. So, many vendors think about improving the quality and accuracy of their information by adopting a strategy for records cleansing.
Meet the Variety of Duplicates
Every database has a set of different levels of copies, and the mode modules you have, the more your information duplicate-prone. However, there are several reasons for replicas appearance.
- So, the central one is a human nature of your employees who don’t check the contacts, leads or accounts before creating a new record. If your solution has a CRM data duplication alert function, all users will be able to see that a copy is about to emerge.
- When you migrate to a new CRM, you can enter the existing data into your CRM. That’s why it is of vital importance to collect all your databases and refine them for duplicates, inconsistent or incomplete records.
- Some businesses store a lot of data on the third-party add-ons, and when they import this information into the CRM, the solution may fail in fields querying and instead of merging creates a new record.
- Another cause of massive duplicates is the administrator errors or some bugs in the CRM systems.
Statistically, your database may have 2% of duplicates, and it won’t bring problems. But if your have nearly 10% of replicas, many of customers will be irritated with your service; your reports will be dubious and irrelevant, and data updates will fail. The higher percentage of duplicates you have, the worse service, analytics and ROI level you will receive.
Drawing Up Data Cleansing Plan
Companies suffer from a different degree of noisy data in their storage. And the correction journey will take a well-thought plan, time and effort resources, as well as clear schedule and set a budget. It is a good practice to start CRM data duplication refining from employing the built-in detection tool of your CRM system. In case, your solution lacks it; you may use any other add-on. Make sure that this tool has no side effects on your integrations with plugins and back-office systems, in case you run your business on the cloud CRM.
Besides, you should analyze the key reasons for duplication appear and pay attention to such things as
- definition of the most frequent records types that have duplicates
- specify the data that fails to emerge
Finally, the process of dealing with records copies is done on your existing database. So be ready to receive several angry letters from customers that are dissatisfied with your casual follow-ups or calls.
Guide on A CRM Data Duplication
The process of dealing with copies requires a step by step planning, so here are some pieces of advice how to go through it efficiently.
Tip #1 Make a data backup your weekly or monthly procedure. This will help you to preempt file damage or loss.
Tip #2 Run the duplication tool in your system sandbox and analyze the results. Maybe you will need to repeat this process once again.
Tip #3 Document every step of data duplication in order to get a comprehensive instruction for managing this activity in future.
Tip #4 Draw up a list of concrete requirement for the country, state, zip code, phone number, and names entry. Also, make the obligatory to fill in the fields for a record type and record owner. It will be a kind of guidance for reducing the copies appearance.
Tip #5 Set up your duplication tool for certain criteria and define the record types that should be merged. Moreover, you need to specify the conditions for data fields fusion.
Tip #6 Launch test copies merging and check out the effectiveness. If you are satisfied with a result, start a full process. But if you see some errors, you should review conditions you have set and improve them.
Tip #7 Usually, duplication tool provides a lower number of copies than it is really in the system. So, running this process several times will increase a number of detected replicas and helps you to make your data clean, relevant and structured.
Despite the fact that duplicates are one of the shared database issues. Thus, this process isn’t a one-time event so you should be ready for resolving it on some monthly basis. You can establish the strategy for data entry and updates and reduce the emerging of copies. Then will appear new patterns of duplicates. So, the CRM data duplication enhances your records cleansing as long as it is easier to deal with one type of a replica.
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