Data Quality Do’s & Don’ts – Part 4: The Missing Pieces of CRM Contact Data

A common complaint is missing pieces of CRM contact data. This significantly reduces the value of the system for users and hinders CRM adoption. Let’s face it, it’s challenging enough to get people to actually use the system. When they finally do decide to go looking for information and can’t find it, it will be exponentially harder to get them to go there again.

What’s even worse is that, without complete CRM contact data, it can be challenging or impossible to communicate with your contacts – which is the whole reason most organizations bought the CRM system in the first place. The goal is to share relevant information, communicate expertise and occasionally invite people to events. Without complete data, all the time and intellectual capital spent on producing content and events is wasted. And in a firm where professionals are often billing hundreds or over a thousand dollars an hour, that adds up quickly.

Without complete CRM contact data, time and intellectual capital spent on producing content and events are wasted.

To solve the CRM puzzle, you have to ensure that your data is not only clean and correct – but also complete. Fortunately one of the benefits of CRM is to assist in this process. When users know the same contacts and they share this data into the CRM, when the duplicate records are merged, the final record will contain information from each of the users. Even if each person only has a piece of the puzzle, when the record is deduplicated, the pieces will come together into a much more complete picture. This is why data stewards are such an important piece of the CRM puzzle…