According to research , duplicated and data errors are costing the U.S. economy $3 trillion each year. Do we have your attention now?
Business solutions are great – if used properly. But if your CRM has become more of contact book with invalid information – how helpful can it be?
Dirty data stems from entry errors. An example of this would be having a text field where users can manually enter the name of a product you sell versus having a drop down list. Sally may enter doorbell, Frank may enter door bell, and Paul may enter door ringer. Now go try and pull a report for how many doorbells you sold last month. Results are only going to pull Sally’s entries. Now multiply that event by every field you have in the system. See how this can get confusing?
To make matters worse, duplicates happen a dime a dozen in CRM systems. How can that impact you? Now you have marketing sending one person multiples of the same email campaign.
Dirty Data Costs Money.
Dirty data impacts everyone in the business. From CEO, to Sales, to Marketing, and Support. Your dirty data could be costing your sales team major deals. A few common ways include:
- Sending mail to duplicate addresses
- Sending sensitive communications to the wrong type of contact
- Hosting fraudulent data in your CRM
- Poorly addressing customer concerns within the CRM
- Improperly acting on prospect priorities
- Frustrated team members
- The risk of productivity
- And many more
I’m a Victim of Dirty Data.
Not to worry. We have some ideas that can help you. First step is admitting there is an issue.
- Start by Scrubbing Your Data
This will be a major overhaul and an investment in time, but you need to get your current data to it’s most accurate form. We advise establishing a quality baseline and then splitting up the work if possible.
- Commit to a Data Quality Program
If you don’t have the resources internally to manage the data quality, we recommend implementing a data quality program that can help you scrub the data and make sure your data is housed safely.
- Make Clean Data a Priority
Make sure this is communicated across the board. It is likely that the dirty data came from more than one source, and dirty data will continue to be fed into your system the exact same way if it is not a universal priority. Most of us don’t think of our role as data-oriented, and it’s important that we have someone who serves as that expert.