Despite deploying the right CRM, what businesses often ignore is the right measure to cleanse & enrich data into the same. There is no doubt that CRM is sitting at the center considering today’s data-intensive digital world. Businesses are forced to trust these data to unleash new possibilities, more deal closures, better reach out, and others. Thus, intensifying the need to consider only the data that are updated accurate, authentic, and quality guaranteed.
So, can these above aspects be obtained if the CRM is mounded with a colossal of flawed, incomplete & outmoded data? Of course not! At the same time, one can’t afford to spend a fortune in respect of time, cost, and effort to keep their CRMs updated. So, what’s the key? Well, to keep it continuously updated & functional so that relevant users can utilize the data at the right time or whenever they need it! Let’s dig deeper –
Why CRM Data Cleansing?
If market research stats are to be believed, ‘70% of CRM data goes bad in one year, which is 6% every month.’ No wonder, if the sales and marketing team still rely on un-refreshed or un-cleaned data then the forfeiture metrics would keep rising in respect of reach-outs, conversion rates, lead generation, longer sales cycle, etc. Thus, giving birth to the utmost necessity of data cleansing at first which requires a dedicated process & module of detecting irrelevant & corrupt data from the CRM on a constant basis. With consistent data cleansing method in-place, businesses can experience:
- Better engagement with potential customers through personalized lead generation campaigns
- Staying updated with the most recent target customer profile so that the relevancy of business offerings can be demonstrated in a way that clicks
- Better adherence with the improved and enhanced lead-nurturing process while tapping various connecting channels
- Reduced time and effort for managing obsolete and unwanted data while making a path for more accurate data, every time and many more…
Also, CRM Data Enrichment
Now data cleansing should not be the only goal. Businesses CRM should also perk upon data enrichment. Other than refining the data this enrichment process ensures that CRMs stay enhanced & improved throughout because businesses today can’t afford the consequences of unwanted data silos by any means! A proper mode of data enrichment provides benefits like:
- Getting hold of valuable data in a desirable format so that every stakeholder can utilize the same for the right decisioning
- At the time when data decay is an everyday thing, data enrichment ensures to keep businesses up and strong with accurate data, every time
- Better lead scoring, segmentation, and many more…
Above all, do not hesitate to check with sales intelligence experts for deeper insights before investing in tools/processes for cleaning up existing CRM data, completing the database, or even acquiring additional data as per target profile!
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