Clean and Organize Your CRM Data for the New Year

Make no mistake, your Customer Relationship Management (CRM) software is a fantastic tool. It holds information about the entire lifecycle of your current and potential customers, allowing you to track interactions and grow relationships.

Even better, the benefits of this data span your entire organization, from sales and marketing teams to service technicians. However, when the data is unorganized, missing or incomplete, it becomes bad data.

Bad data can be paralyzing for marketing, sales and service teams. Avoid errors that slow up your team by making sure to clean up and organize your CRM data regularly.

An average of 40% of leads are invalid, incomplete or duplicates.

Big Bad Data

No one wants to spend all day mining through contacts, but the truth is, any information in your database that is incorrect is going to hurt your sales team and any campaigns they send out far more than they will help.

Bad data results in:

Missed opportunities. The chances of a marketing campaign being effective drop when the data is outdated and incorrect. Customers want to feel like your brand is talking to them, and you run the risk of turning them off when you get key details on them wrong. Negative brand perception. Getting critical information about your prospects and customers wrong, like their name when personalizing your marketing message, can harm how they view your brand. The time you have to grab your audience’s attention is limited. Don’t kill your chances with simple CRM mistakes. Optimization roadblocks. Bad data means it’s going to be much harder for you to pinpoint why your campaigns are failing. You may be adjusting your message and not realize that the campaign isn’t reaching the right audience due to simple data errors. Wasted time. Your marketing team is sure to spend hours sifting through data before using it in the campaigns and messaging. Make sure they can have confidence in that data so they don’t have to verify the information before every move. Merge the Duplicates

The first step in tidying up your CRM is finding those pesky duplicates. If the idea of merging duplicates manually makes your chest tight, join the club. As a Thryv user, merging client information like messages and their sources, client details, tags, client notes and staff assignments into a single client record is simple.

Merging clients can’t be undone so double check before combining contacts. The duplicate client record will be deleted once the client list is refreshed.

When merging, keep an eye out for inconsistent data like records with errors or even different formatting abbreviations. Improperly formatted data like uncapitalized names and phone numbers without spaces are also worth noting and correcting.

Duplicates occur when:

Team members enter the same data without realizing it CRM does not recognize existing cases with the same information  Customers submit data more than once Delete the Junk

Once duplicates are merged, it’s time to begin figuring out what contacts you’d like to purge. Of course, all of your active leads and current customers you’ll keep safe, but what about those contacts who have had no activity for a while? What about outdated data?

Determine how long of a period will be your trigger to delete a contact. After that take a scroll down your unsubscribe list. Go ahead

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