CRM Data Management Strategy Essentials: A Leap Towards Outstanding Results
Companies that make the decision to employ a CRM system for the sake of collecting all possible types of data about their customers are often at a loss. The thing is the large volumes of data that flood their companies everyday need to be properly handled and managed. Only on this condition the CRM power will be fully harnessed, deep insights gained and data made truly useful.
In other words, the collected data managing and processing is effective when done with a specific goal in mind and formed into a strategy. Below, you’ll find essential steps concerning efficient CRM data management.
1. Ensure data consistency across the company
When implementing a CRM, it is crucial for each staff member to have a clear understanding of the terms and entities that are used and input into the system, especially for bigger organizations. So, it is recommended to:
clearly define each term which will be then used company wise to avoid having numerous records of the same objects under different names. A list with descriptions for each employee might work for this purpose.
test your employees on the understanding of terms definitions before starting out and fix any issues there and then
2. Review your approach to data collection
There’s no point in collecting loads of data that is not going to be used. Moreover, having too many records makes it hard to find the needed information and make sense of it. So, define the preferences depending on your business goals and track the data that is necessary to pursue them. If it is unclear what answers the specific collected data is providing upon analysis, it is useless.
If you are interested in learning more information about CRM transition, we are about to release a free white paper “How to Get Ready for CRM Data Migration”. The e-book will include the main aspects on how to develop the data import strategy, create the workflow during the process and find a right migration tool.
Got intrigued? Leave us an email, and we will share the white paper with you as soon as it is published.
3. Work on the input data quality
To an extent, CRM data consistency depends on the staff members who enter it into the system. The problem is, at the initial stages, employees are hostile towards the new tool and tend to either ignore it altogether or enter the data that may be incomplete or not totally true. Such issues put data credibility at risk and damage the CRM strategy. Therefore, it is extremely important to develop trust for the CRM in the employees, which can be done using the following methods:
Allocate time for training staff members to use the CRM before its implementation, focusing on how the new solution can assist them in handling their daily tasks faster and more easily.
Demonstrate the advantages of the new software to managers and supervisors to make them its advocates in front of their subordinates.
Accommodate the incentives program to reward those employees who are most diligent at using the CRM.
4. Ensure proper data accessibility and security
One of the big advantages of using a CRM is data available to field staff on the go. Therefore, it is of primary importance to provide access to the needed information anywhere, anytime. Nevertheless, the default permissions and hierarchy roles should be set up to prohibit an unauthorized access and limit the records visibility depending on each employee position. Making sure that confidential customer information is reliably stored and safe should be the primary concern, too.
5. Make the necessary customizations
Depending on your business specifics, the default fields in your CRM might be not totally suitable. In this case, it is best to shape them at the very beginning for the sake of data integrity. Add the necessary fields and remove the unused ones as needed. Still, it is recommended to steer clear from too much customization lest the records get too complicated and hard to comprehend.
6. Keep the data clean
Once the CRM strategy has been developed and rolled out, time to take care of the ongoing data maintenance. Records should be monitored for duplicates, outdated entries, etc. to timely get rid of them. Other than that, working out a way to check the imported data and ensure quality data enrichment is also part of the maintenance which is essential for CRM data management strategy success.
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A CRM is a powerful tool with great potential, but it needs to be managed correctly. Without the quality data and a well-thought data management strategy it won’t get you anywhere farther than you currently are. So, prior to implementing a CRM or moving to a new one (Trujay can be of help with the migration, by the way), work out a clear data strategy and define which answers you want to get from it. This way, you’ll prepare a solid ground for success not only with making your CRM highly effective but also with your business growth and expanding.