Data Quality Management Is Vital To CRM System Efficiency

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    Nov 23, 2013
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Controlling IT Costs; Enterprise Architecture (EA) strategy, a shared lexicon, and enforced change
Controlling IT Costs; Enterprise Architecture (EA) strategy, a shared lexicon, and enforced change
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Companies are regularly exposed to all kinds of critical business data, which grows and multiplies over the course of time. Firms are constantly inundated with data; this data generally contains all sorts of vital information such as customer details, names, numbers, products details, sales and retail numbers, budgetary figures and so on. This information is the primary source of reference and usage when it comes to contacting various clients, customers, manufacturers, business partners and other business beneficiaries on a regular basis. Which is why, it is very essential to store, maintain, protect and use the data in the most productive manner, so that the vital information possessed by the data is never lost, misplaced or degraded. Master data management holds the key to effective utilization and maintenance of data. But since MDM is a complex process, and requires a lot of dedication and supervision, most businesses, often due to lack of knowledge, resort to introducing CRM systems without proper research or compatibility checks.

Due to hasty installation and maintenance of these systems, companies often face issues regarding efficiency and stability. Investing in CRM systems, no doubt, has its own set of unique advantages. But these advantages are nullified when the system's total potential is ignored. If used in the right way, a CRM system will work towards ensuring proper management of human resources and customer relationships. What better way of making the most of these systems, than by creating a well-defined strategy that guarantees smooth functioning and decision making. To ensure maximum functionality, businesses must first define and register their final goals, and remember them till the end of the process. The following five steps will surely ensure that every MDM initiative, directed towards CRM systems, will always bear fruit:

Clean and de-duplicate the available data: Proper assessments, along with regular cross-quality checks have to be conducted, to ensure that the data available is always clear and well maintained. Data should be segregated on the basis of importance and faulty errors such as lack of punctuations, abbreviations etc. should be reworked upon. Duplicated data should be erased or consolidated.

Conduct regular data maintenance: Data must be regularly maintained and supervised with the help of automated and manual master data management processes. The automated process will pave the way for scheduled data cleansing and segregation, whereas the manual process will provide the ability to bulk edit the data, de-duplicate it and initiate new search queries. While monitoring the data, a review-then-approve process will assure a certain degree of clarity within the processed data.

Provide additional information: CRM systems work best when good amounts of additional data are readily available. Additional information such as non-personal HR data, size and value of firm, industry code and total revenue will not only compliment but also improve the overall functionality and value of the system.

Make amendments like formal training and self-practice: It is very important to provide adequate amounts of system training to system users, especially first time users. This will allow them to enter customer contact information and other crucial user data in the most appropriate way. Such amendments will benefit the CRM system in the form of a well-organized programming operation, and ultimately benefit the firm as a whole.

Designate knowledgeable data stewards: It is always good to join hands with a certified MDM solutions provider, and have a recognised set of data stewards on board, for handling the systems. These stewards must work towards dealing with the most important data first, and then allocate time for the rest. They must also possess strong values and ideals, coupled with excellent training in CRM technology, and the diverse aspects involved in making these systems so unique.

Author's Profile

Jessica Banks is a well-known author and editor at a reputed material master data management firm. Her work involves educating people about the benefits of MDM.

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