Data and analytics are the bread and butter of CRM software like ACT!, HubSpot, Saleslogix, and Zoho. They're what the software does best and are the reason why so many businesses now invest in CRM.
There's just one tiny problem. Some businesses don't check their CRM data for accuracy. It would be nice to assume the data is always 100% correct, but the reality is that errors can happen along the way. To stay on the safe side, you should regularly check and revise your CRM data.
A recent article by Smart Data Collective explains what happens when CRM data is inaccurate. According to the article, inaccurate CRM data starts a negative domino effect that can ruin the consumer experience.
"Without this data, the sales team cannot use the CRM to close deals. The marketing team cannot segment its data accurately. The customer is frustrated that they’re receiving multiple copies of marketing messages, complete with mis-spelled names and email addresses that should have long since been removed. The IT department is becoming irritated with the requests to fix the data it cannot change."
If employees are making the most of CRM software, they'll be using it everyday. Sales representatives won't even talk to a client before referring to the CRM data and reading the client's file.
This is great and it's what we encourage. But if you're going to base your entire company's operations off of CRM software, it makes sense to check the data for accuracy once in a while.
This isn't exclusive to CRM software, by the way. Accountants check their numbers and percentages from time to time. Engineers check their work to make sure there are no inconsistencies.
Chances are that your data is fine. But if you're reading this, don't just assume that every figure is accurate. Check them every now and again.
To talk more about this, or anything else, please contact us. Thanks.