As experts in Salesforce data management we are frequently asked, “What do I focus on first, my data quality or adoption?” Since these are the top two challenges faced in every CRM implementation, the question isn’t surprising.
Adoption and data quality are both equally important and daunting to accomplish without the right tools and approach.
So, what do you do?
First, stop viewing data quality and CRM adoption as things you accomplish and move past. They need to occur simultaneously and be nurtured continuously. Why? Because user experience drives adoption and supports the entry of quality data by end users. And, keeping the data populating your CRM high-quality promotes adoption and is key in creating a good user experience. These things can’t have an endpoint or be viewed separately if you want your CRM to provide valuable customer insights your business can act on.
Second, unless you don’t mind being driven insane by out-of-the-box CRM configuration and data management tools, you need to accept two truths about your CRM.
Third, understand the challenges of your CRM end-users and what managing CRM data really entails.
Well, my job is done, sounds like you’ve got a ton of research to do.
Just kidding, I outlined what you need to know below.
The native Salesforce interface forces users to jump between page views to edit or reference information on different objects. For example, a salesperson working on a deal needs to see information on the Opportunity, Account, Contact, and Product objects. Some of this data is surfaced in one view via related lists, but it’s not editable and doesn’t spotlight the key pieces of information a salesperson relies on.
The typical workaround is to open all the related objects in different browser tabs so users can bounce around quickly and make edits on one object without losing their place in another. This alone makes it clear the CRM is not designed to optimize or support the work of the end user. Users are slowed down and confused by it, which jeopardizes productivity, revenue generation, and the ability to quickly serve a customer.
The solution to CRM end user challenges?
Two words: GridBuddy Cloud.
Validity is keenly aware of the challenges faced by CRM users because we use Salesforce, too! Since we love happy employees and boosting productivity with less effort, we created GridBuddy Cloud. It provides role-specific workspaces so the view you have in Salesforce aggregates only the fields you need from every object you reference into one editable grid…even if the data you want lives in multiple orgs. In other words, the CRM now benefits the business and the users, and provides reliable data because it’s getting updated. Hallelujah!
Salesforce gives admins and data managers some out-of-the-box tools to help them get started with data management. They’re an introduction, if you will, to what the larger need looks like. They aren’t meant to be long-term tools for the daily management of data, as their capabilities only scratch the surface of what is possible and what is required for effective data handling.
The most notable drawbacks to the native Salesforce tools are merging a maximum of three records at a time, limited functionality for importing clean data, and only being able to convert one lead at a time with minimal duplicate detection during conversion. But this is why Salesforce has such a robust network of partners: So Salesforce can focus on what they do best and their partners can supplement their offering, allowing each partner to deliver a complete solution working alongside Salesforce.
The solution for data management challenges
Validity has a customized Salesforce org like you, so we know how important it is for your data management tool to flex to your unique setup and also have customization features of its own. From duplicate merging and prevention supporting standard and custom objects, to mass record modification, multiple import utilities, record assignment capabilities, a robust ETL tool and the ability to manage data on demand and on a schedule, DemandTools has it all… and then some.
In fact, our customers nicknamed DemandTools the “Swiss Army Knife of data management” because it has a tool for every need. It’s also the top-rated data quality solution available. But don’t take my word for it – go to G2 Crowd and see for yourself!
To sum it all up, data quality and adoption feed each other. Both need to be top priorities in your organization if you want a CRM driven by reliable data. And the reality is, CRMs need a little tweaking to be user friendly and require a specific set of tools to keep them clean. That’s why we’re here, so just let us know when you want our help. We’ll be ready.