Top 2 problems with CRM databases
CRM systems usually come with a slick package and a smooth sales pitch. You’re promised easy lead generation and an organized, simplified approach to automating manual processes. But what new CRM buyers don’t know is that this technology isn’t without its problems.
Here are the top problems that SMEs run into when they use CRMs as a customer database:
Data silos are basically your CRMs kryptonite. All of that wonderful lead information gets stored in one single app and then it just sits there.
Ok, maybe you do some cold calls or send a couple of emails, but the information isn’t passed on to other departments who might be able to nurture the lead further.
Data silos are the reason you have to spend hours trawling through analytics to produce passable monthly reports for your next board meeting.
They’re the reason that C-level decision making is difficult and slow.
They’re the reason your sales and marketing teams misunderstand each other.
They’re the reason that your customers jump ship for a company that can offer them the highly-personalized customer service they expect.
The way to eliminate data silos? Integrate your data.
According to a recent report from Experian Data Quality, 75% of businesses believe their customer contact information is incorrect.
This doesn’t happen because prospects want to deceive you or your employees are working against you.
Simple human error compounded with disconnected systems create a dysfunctional data environment.
If you’ve got a database full of inaccurate customer data, you might as well have no data at all.
The best way to combat inaccurate data? Eliminating data silos by integrating your data and putting in place a clean data policy. Read our blog post here on clean data.
You will then be able to hunt down and eliminate duplicates, misspelled names, incomplete data and obsolete email addresses.
Data Integration is Key
Data integration is absolutely essential for getting the most out of your customer data.
It addresses the backend need for getting data silos talking to each other so you can fully realise your data’s full potential.
In the book Big Data Beyond The Hype, the authors Zikopoulos et al. found that “…we see too many people treat this topic as an afterthought—and that leads to security exposure, wasted resources, untrusted data, and more...you should scope your...architecture with integration and governance in mind from the very start.” (p.26)
Not only will this save the janitorial work that is inevitable when working with data silos and customer data, it also helps to make your data trustworthy.
Before you choose a CRM to work with, make sure it has native integrations to other business cloud apps that you’d like to use.
If the choice is limited, look for a third party syncing service, like PieSync, to help you connect your cloud business apps together.
If you'd like to combat problems with your CRM database by using data integration, sign up to PieSync for a 14-day free trial.