The importance of good Data Quality

Do not underestimate the importance of good data quality

Accurate data can create a competitive advantage for your business and assist in driving sales. Keep reading if you are interested in learning how to create this unfair advantage over your competitors. But first, it is important to understand two fundamental rules for Customer Relationship Management (CRM) and marketing automation success:

Your data is your most valuable asset.

Whatever the nature of your business, data is the real value in your CRM and marketing automation platforms.

Do not trivialise the importance of workflows, automated processes and drip nurturing campaigns, lead nurturing programs, etc. that these systems offer. After all, it is for these features that businesses invest so time, money and effort into their implementation, ongoing administration and improvement of their CRM. However many are rendered utterly useless when they come into contact with dirty data.

Dirty data has a way of silently infiltrating your organization, creating frustration, inefficiency and loss of confidence (e.g. dismal user adoption) in the systems themselves. It can affect each department and group of stakeholders in a very different way. Unless there is a process in place to address dirty data, the problem is not brought to the forefront of the organization’s collective psyche.

Data quality can mean many things.

The term “Data Quality” is thrown around in the same way as “Big Data”: it has a lot of potential meanings. Basically it refers to data normalization, deduplication and enhancement.

If your business is trying to ensure good data quality, ProAptivity can help. ProAptivity specialize in the design, implementation, training and support of an organisation’s  CRM.. To find out more information, contact Niall on 028 9073 5630 for your free consultation to understand how CRM can benefit your business.

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