CRM Migration Plan: Covering Data Issues [Part1]
For the companies that have never been involved in the CRM transferring, there can be a misconception that migration is a simple project of moving data from old records to new ones. Some organizations try skipping the process to avoid the possibility of putting a lot of efforts, as well as spend too much time, and costs. However, thorough preparation and planning before the switch can ease the migration and help reach the desired results faster.
So, what are the essential steps has to be taken before the switch? Among the set of suggestions, let’s highlight the most critical one - preparing the data for an upcoming change.
CRM Migration: Drawing up the Cleansing Plan
Gartner Research indicates that poor data quality drains the average business about $8.2 million annually in missed sales, squandered resources, lost sales, and unrealized new possibilities. Considering the fact that data is a core of the CRM implementation project, make sure to bring the records to an optimized state.
A well-structured database is much easier to migrate increasing chance that your transfer will be more cost-effective, successful, and straightforward. CRM purge of the outdated or unnecessary data isn’t as easy as dusting the blinds or washing the windows. Check out the key actions you can take to perform a quick data cleaning before the CRM migration.
- Refine CRM Records
Go through the platform's database and delete the entries that are generic, incomplete, or irrelevant to your future sales strategy. Doing so will eliminate the clutter and ensure that every single data point in your CRM is useful to at least one person in your company.
Clean up the Past due Tasks
Just about each of you has a few tasks that you never got to, didn’t mark as complete, or simply forgot about them. Clean out the mess and explore a few hidden treasures of the potential customers along the way.
Close the Lost Opportunities
You obtain a handful of open opportunities that are tucked away in the long-term forecasting pipeline. It is suggested to close them out as the deals have any real chance of being won.
Eliminate the Contacts You Have No Way of Reaching
Imagine the situation: you spoke to John at a huge organization like Walmart, and recorded the details about the lead into the system. You entered just the phone number and no other credentials. At first, it seemed as a good idea, but the sad reality is that John has no reason to be present in your CRM. You can’t really reach him. Obviously, calling into Walmart can become a hopeless quest or the waste of time. The way out is to delete him and his information-poor compatriots.
Exclude Seldom-Used Fields
Let’s say, when you entered John into the system, you get an idea to include a number of years each contact had been at your business. You added a field to this information before being canned 4 weeks later. However, the information automatically goes stale once every year, it turns out you gather this data and really don’t use it. The only function of it is to take space in your lead view, as well as an extra money during the CRM migration.
De-Duplicate the Data
Every database has a set of various copies, and the larger amount of modules you enter, the more your records are duplicate-prone. Duplicate removal is not the only consideration when it comes to the transferring process, but is arguably the most crucial. A purge is a good way to kick the de-duplications out of your platform or merge them with the proper entities. The great example of the de-duplication is stricher matching:
~ in case having a large number of companies, it is possible that some companies can be flagged as duplicates when they aren’t the same for your purpose. For instance: “Software Consultants Inc” and “Software Consultants Corporation” will be incorrectly determined as duplicates using the deduplication key.
To build a stricter matching method, connect the dedup key with another piece of data, such as the state abbreviation. So, computerconsultantsma” would no longer match “computerconsultantsny”. Note: it only works when both “State” fields are populated.
Take all recommendations mentioned above, your data should feel well-tuned and ready to roll during the smooth CRM migration. Keeping the records up to date will pay dividends down and after the transferring road.You can dive deeper in data management with whitepaper “CRM Data Management Strategy. Key to Agile and Productive Performance.”