You’ve heard it before – and likely from us. Customer relationship management (CRM) data needs to be clean. When the data in your CRM is standardized, deduplicated, and validated, it helps your organization run more efficiently and effectively. But who really profits the most in this case? Is there a single department we can pinpoint that reaps the most benefits from clean CRM data?
Whenever a new process is implemented, it’s natural to think, “What’s in it for me? How will this benefit my daily workflow?” So, let’s see if there is a particular department that should be spearheading the data quality management movement.
The go-to answer to this question is usually CRM administrators because managing the database is one of their primary responsibilities. However, CRMs are also seen as powerful sales and marketing tools, and when you dive a little deeper, as we’ll do next, you begin to notice how quality, reliable data positively affects all corners of a business.
The Sales Department
Undeniably, the sales department benefits from accurate customer relationship management data. The most widely used CRM platform in the world is aptly named Salesforce. Sales teams use CRM platforms to understand their sales pipeline, but without accurate data, there can’t be true sales forecasting. Sales teams also use CRMs to track various sales metrics. For example, CRMs can show them information about the progress of individual team members in achieving their sales targets, and be leveraged to determine how well sales teams, products, and campaigns are performing. On an individual level, sales representatives benefit from quality data because it reduces administrative work, providing them with the opportunity to spend more time selling and less time inputting data.
The Marketing Department
The marketing department is another obvious contender for benefiting the most from accurate and clean CRM data. Marketing teams need accurate CRM data in order to develop strategic campaigns. Without reliable information, marketing departments will launch inefficient direct mail or email campaigns, produce poorly targeted marketing materials and messaging, and, overall, underperform in achieving ROI for their marketing activities. It’s just as crucial for marketing departments to have an accurate list of prospects and clients as it is for a sales department.
The Customer Service Team
Certainly, the customer service team relies on accurate CRM data. Customer service representatives need accurate data to get a clear picture of who their customers are, stay connected to customers, and know which channels customers favor for communications. Their ability to deliver top-notch customer service and great customer experiences is tied to truly understanding customers and their expectations. If customer relationship management data is either incorrect or incomplete, they can’t do their jobs effectively.
The Human Resources Department
You read that right. Customer relationship management platforms are no longer just for customers. As CRMs are becoming more robust, an increasing number of HR departments are using them for applicant tracking, measuring employee performance, and more. In fact, the Salesforce AppExchange lists numerous HR programs, including those that help boost recruitment numbers, test technical skills, and manage employee time off, making it easier than ever to integrate Salesforce into the HR department. And the Microsoft AppSource for Microsoft Dynamics 365 users offers Dynamics HR Management, including specialty solutions for industries such as healthcare, education, and financial services, to provide a complete HR management solution within the platform.
Another big benefit here is that many employees are already using Salesforce or another CRM in their daily routines, so it makes it simple for employees to navigate the same platform for their HR needs. And just like any other department, the HR department relies on accurate information in order to properly do their job.
The IT Department
IT departments tasked with integrating the organization’s chosen CRM with internal systems and departmental needs, using CRM data to identify areas for process improvement, and ensuring cybersecurity for a business also benefit from accurate data. They often work with other departments to establish routine data management processes and a system of rules that help ensure vital CRM data is not just useful and correct, but remains protected inside the organization through data governance and restricted access.
So, Who Benefits Most From Accurate Customer Relationship Management Data?
After all things are considered, it looks like we’re all in this together. Who benefits the most? The company. Every department sees a boost in productivity and effectiveness when there are processes in place to keep the CRM database clean and accurate.
If your business needs help managing your CRM data, then DemandTools is a great place to start. DemandTools has been the #1 global data quality tool used by thousands of Salesforce administrators for decades and is listed as one of the “Solutions Admins Can’t Live Without” in the Dreamforce 2018 AppExchange Recap. Validity also offers a DemandTools integration for Microsoft Dynamics users. And for a complete data quality system right at your fingertips, check out Validity Connect, a suite of comprehensive solutions for cleansing, standardizing, and deduplicating records, validating email addresses, and more.