The importance of good data quality

Good data quality

The need for good data quality within an organisation is often one of the key drivers for implementing a CRM. This also became a legal requirement for organisations under GDPR. Supporting this, I also shared an article looking at why GDPR was good for sales. In this article, i will consider the key benefit tha good data quality can bring to an organisation

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

Good data quality is your most valuable asset.

Whatever the nature of your business, data is the real value in your CRM and marketing automation platforms. It should help segment your customer and enable the targeting of sales promotions and offers. It should provide valuable insight into your customers and prospects.

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.

Good 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. CRM can help translate all this data into usable information from which you can make educated business decisions. This is possible due to good management and control of the data and the reporting capabilities that CRM’s offer.

ProAptivity can help with Good Data Quality

A CRM system benefits an organisation through the visibility of its sales activities. This visibility is fundamental to managing sales performance and control of the sales process. This visibility enables management to understand why, when, who and how opportunities are being won, stalled, or being lost.  If it cannot be monitored, it cannot be managed. The visibility offered within the CRM system also allows management to make educated business decisions based on hard data. A CRM system will enable structured data to be used to access performance. This assessment should indicate which sales person is out performing others.

ProAptivity are an independent CRM solutions provider. We focus on the implementation, training, and support of highly customised CRM software solutions. Our CRM software supported by our sales training provide customers with the tools needed to deliver successful sales process management.

Fundamentally, we help organisations embed CRM best practice throughout their organisation. This helps organisations become more competitive, customer focused and ultimately more profitable.

If you need help in understanding why my business needs CRM, maybe some of our  eBooks could help! Alternatively visit Maximizer CRM for more information. Contact us today in Belfast on 028 9099 6388 or at our Bedford office on 01234 214004. Alternatively email us on Contact us today for a free CRM consultation that will assess if your business is CRM ready.

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