- CRM Import is Poor – Some CRM applications do not have a sophisticated method for importing data, or even merging data. You may need to understand the underlying database structure to amend these records. If account records have multiple contacts, and these contacts have contact details such as emails and addresses in other tables, then ensuring the integrity of them can be complicated.
- Reliant on IT – You may be reliant on IT to import the data. Some IT departments may not be familiar on how data should be imported or the issues of data quality; also, they may have other priorities. IT may be aware of all the issues but have to be briefed in detail. Marketing Managers are keen to see their data improve for better results; CRM Managers know the quality of data can affect the reputation of the CRM application. Both these individuals must drive IT to ensure data quality is improved using commercial decision making.
- Your Application is Outsourced – Similar challenges to relying on other departments. The outsourced agency needs to be informed of how the data has improved and how the data should be imported back.
- Lack Of Knowledge – A lack of knowledge about the underlying database can create barriers. Someone needs to know how the records are stored and connected together.
The big problem we find in data
quality is when you merge or delete records, importing the changes is more
challenging. When two accounts are
duplicates then you want to merge them as well as all their associated
tables. Importing these back with the
correct IDs can be tricky.
The difficulty of importing data into your application should not be a barrier to improving your data. Data is directly related to your sales and marketing returns. Bad data can easily be linked to cost wastage, lost opportunities and reputational risk issues.
If you would like to explore your issues of importing data into your CRM application then contact Acuate. Apart from our data quality expertise, our knowledge of data integration is essential to delivering an overall solution:
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