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Giving you the customer insight to sell more
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CRM best practice
Reliable information requires quality data. Most organisations have adopted CRM to improve customer service and reduce costs. As a result, far more customer data is recorded than ever before. CRM data must be high quality to ensure the information it delivers is reliable.
It's best practice to regularly assess the quality of your CRM data:
How robust is the data? What business rules were applied at data entry?
Focusing on customer related data - what is the meaning of the tables and fields?
Are fields consistently populated and where not, which have missing values?
Are values standardised and or are there free text entries?
When undertaking reporting or analysis, it is essential to understand your data.
Do you run business reports from your CRM? Our guide to generating revenue from your corporate data has a section on data quality. It provides an inexpensive way to assess your data.
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PRINTER FRIENDLY VERSION
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