CRM Data Quality: What It Is and Why It Matters

Ever feel like you’re drowning in data? With 2 quintillion bytes of data generated daily across industries, it’s easy to get overwhelmed.

That’s why data quality is so crucial for effective data management. Organizations can unlock the full potential of their data assets by ensuring data accuracy, completeness, consistency, and timeliness — in other words, making sure your data is clean.

So, what is CRM data quality and why is data quality management so important? Let’s explore how data quality management can help your organization thrive in the digital age.

What is data quality in CRM?

Data quality in CRM refers to the accuracy, completeness, consistency, validity, and timeliness of the data stored within your CRM system. In simple terms, it’s about ensuring that your CRM data is clean, reliable, and up-to-date.

The key components of CRM data quality

In a perfect world, your data should be able to answer the following questions. If it can’t, you might be working with dirty data.

• Accuracy: Does your data reflect reality? For example, is a customer’s email address correct?
• Completeness: Are all the necessary fields filled in? Is there missing information that could impact your business?
• Consistency: Is your data consistent across different departments and systems? Are there any conflicting records?
• Validity: Does your data conform to specific standards and formats? For instance, are phone numbers in the correct format?
• Timeliness: Is your data up-to-date? Are you using the latest information to make decisions?

Why is data quality important?

Dealing with poor data quality is expensive. Businesses in the US alone waste around $3 trillion on bad data every single year, while in the UK this is estimated to be around £200m. Meanwhile, clean data offers invaluable insights without barriers, leaving you free from the shackles of irrelevant metrics or misinformation.

Here’s a quick rundown of why data quality is important to an organization.

• Informed decision making: Clean data makes making informed decisions based on facts, rather than assumptions, easy.
• Enhanced customer relationships: Having access to detailed customer profiles allows you to tailor your customer interactions and improve satisfaction.
• Operational efficiency: Clean, well-organized data reduces manual effort and minimizes errors. Plus, by eliminating any data-related bottlenecks, you can boost team productivity.
• Marketing and sales success: High-quality data makes identifying the ideal customer easy for marketers, and accurate data empowers your sales team to close deals faster than ever.
• Compliance and risk mitigation: Complying with data protection regulations like GDPR is far easier with clean, high-quality data on your side.

How CRM data quality affects business growth

Data is the beating heart of any modern business. Without the right handling, care, and maintenance – and the right infrastructure to collect and store it – it’s unlikely your data will ever offer your business genuine value. As a result, your business will continue to miss key growth opportunities.

Don’t know where to start? Take a look at our top tips on how to get your data squeaky clean.

Fueling growth with quality data

Clean, high-quality CRM data is the key to sustainable growth and success. Let’s explore how:

1. Customer retention and satisfaction: Accurate data makes it easy to deliver tailored customer experiences, increasing satisfaction and creating stronger, longer-lasting relationships.
2. Optimizing sales opportunities: High-quality CRM data streamlines the sales outreach pipeline by identifying high-value prospects and focusing your sales efforts on the most promising leads.
3. Better reporting and analytics: Reliable data can provide crucial insights into your business performance.
4. Long-term business growth: A strong foundation of high-quality data will help you scale your business efficiently. Meanwhile, these insights can identify any areas for improvement and optimise your processes accordingly.

Working with the right tools

A CRM should be your ally in unlocking the power of high-quality data. With Workbooks CRM’s built-in quality control, you can trust the information you’re working with to drive your business forward. We can provide a comprehensive view of customer insights across all channels, ensuring data is robust, reliable, and ready to fuel your success.

Our stand-out features:

• Automated data cleansing so you can effortlessly identify and correct errors, inconsistencies and inaccuracies.
• Duplicate detection that automatically eliminates duplicate records to streamline your data and improve data integrity.
• Data enrichment that instantly enhances your data with valuable insights, like contact information and company details.

For more information on how we ensure clean, high-quality data at your fingertips, take a look at our Workbooks Data Quality rundown.

Why CRM data quality is essential for your business

Clean data leads to clean insights. When your CRM data is accurate, complete, and reliable, you can make informed decisions, streamline processes, and deliver exceptional customer experiences.

Want non-stop access to squeaky-clean CRM data? Explore Workbooks’ CRM solutions and let us show you the difference.