Behind Every Successful CRM There is Great Data

By Martin Doyle

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According to IDG, companies with accurate data grow 35% faster year-on-year, nevertheless many UK businesses neglect their data – until they realise how much is at stake. Here we explain how effective data management can significantly increase the success of your CRM system and take your business to the next level…

CRM and data

A CRM software system is a central repository where you can record customer and prospect information, track calls, emails, meetings and to-do items.

When your data is up to date and maintained regularly, you can use it to nurture customer relationships, increase productivity and encourage retention. Added to this, according to HubSpot, 75% of sales managers say that using a CRM helps drive and increase sales.

On the other hand, as we discussed in our Bad CRM – Bad Decisions post, CRM systems are nothing without good quality data. Bad data will affect your business’ performance, your ability to make informed strategic decisions and user adoption, as the data and intelligence provided cannot be trusted.

The consequences of poor data quality

According to Experian, organisations believe 23% of their data is inaccurate. This includes duplicate data, missing fields, invalid entries and bad formatting or processing, which impacts everything from email deliverability to customer satisfaction and ultimately profits. What’s more, a study by Aimia suggests 69% of Britons are closing down accounts and subscriptions, and “unfriending” companies because of poorly targeted communications.

The consequences don’t stop there…

Misinformed decisions: If information is unreliable and contains errors, or is simply non-existent, your reports will be inaccurate. Consequently, important decisions will be made based on misinformation or even gut instinct. But, is trusting your gut really a better option than trusting a detailed report based on real-time data?

Unsatisfied customers: Experian states that 75% of organisations believe lack of quality data is undermining their ability to provide an excellent customer experience. With data inaccuracies, duplicates and missing information, customers will become frustrated when a customer service advisor is unable to find their records or information from prior interactions.

Wasted money: The average organisation loses at least 12% of its income due to bad data. This includes wasted marketing spend, on both email communications and direct mail, as well as resources. This is money you will never get a return on.

Poor user adoption: If your CRM is packed with incomplete records and inaccuracies, your team will need to spend time validating this information instead of focusing on what matters the most – sales or providing excellent customer service.

Successful CRM and data excellence

The value of a CRM system lies in the data you enter and then use to build an accurate picture of your customers to approach them with the right message at the right time. Here are four reasons CRM data quality should be a top priority for your business…

Increased sales: Using a CRM system can help drive and increase sales. This is thanks to a unified view into customer information, allowing sales teams to identify cross-sell and up-sell opportunities to maximise revenue.

Increased satisfaction Go to the full article.

Source:: Business 2 Community

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