“Good Morning Mr. Smith. My name Is Joe Bloggs from My Company Inc and though I would give you a quick call to see how you felt about making use of one of our services?”
“Someone from your company has already called me regarding your services!”
How embarrassing is that? The clients thinks that nobody in your company knows what is going on. This happens more often than people care to realize. When it comes to clients and customers, professionalism and trust is everything. You can trust someone or something that doesn’t know what they are doing.
Running an inaccurate or incomplete CRM system is detrimental to your organization and great care should be taken to avoid making critical mistakes. An inefficient CRM system can hamper performance and reduce profit margins.
Let’s take a look at 6 Ways To Maintain Customer Information
1. Ensure You Maintain Complete Data
When it comes to storing customer information, certain aspects can be forgotten about. In a CRM system, there are many fields that are available for you to fill in. With this comes the time to do it and many sales reps fall short of their responsibilities as they become lazy in their data entry approach.
One was to combat this is to make necessary fields mandatory so that your sales reps cannot ignore or forget about them due to complacency or boredom.
2. Avoid And Merging Duplicate Content
When your CRM fields are being completed, individuals will provide their email addresses. Each person may have one or more personal email addresses. It is important to run periodic checks on the individual customer information to determine whether there is duplicate information present.
This is especially important when you are running funnels and require more information from leads the further down the funnel they go. Adding rules to your CRM to alert the lead that they have already submitted their email, shows them that they are on the right track, and you are not left thinking you have generated another lead from your campaign.
All entries that flag up as duplicate within one record, should be merged. If duplicate information is present across multiple records, then you will need to analyse each record and see what can be merged into one (providing it is for the same thing).
For example, someone might have provided their email for a service you are offering and the same email for a product they want to buy. Merging these two records, is not always a good thing as they are two different aspects of your business. Yes, it might be one customer, but this one customer is interest in two different things you have to offer. Keep your customers and their records, specific to their profile and their interests.
3. Maintain A Style Sheet
What this means is that you need to develop consistency with your data input and capturing. Yes the CRM system will be triggered to run automatically, but human intervention and efforts are also essential for the quality of data that is provided.
For example, if you are looking at the UK, there are different naming conventions that could be followed. Such as; UK, GB, United Kingdom, Great Britain.
Configuring this type of stylesheet will enable your filtering capabilities to be much more refined and provide relevant and accurate information.
4. Security Measures Bases On User Roles
The idea behind any CRM system is that it is one centralized hub for your business or organization. But what you must remember is that data being inputted into your CRM system, will be generated from multiple sources across the globe.
So how do you control all this data that is pouring into your database? Well the best way to do this is to define user roles to control the access rights of the users in the system.
So for example, if one sales agent has a lead that they have brought in, their user roles will be specific to them and everything relating to their role. So they and only they can edit, modify or delete information relating to their roles. They have no access to any other records within the CRM system.
5. Keeping Your Data Relevant To Your Organization
Customizing your CRM system to suit your organization is not the first thing you need to do. What is vitally important is that you sit down and strategically analyse what it is that you want to record from your leads.
This may sound easy enough, but there is actually a great deal of thought that is required. While you think you may want to record X amount of data, you might find that you actually only need to record “Y” amount of data. The more data you have, the more you need to refine.
If you are selling Electronic devices, do you really need to know about your potential customers clothing habits?
Reduce the clutter and focus on the specific things you want to record from your customer that is targeted to your business.
6. Specify Your Lead Sources
Lead acquisition is the most important aspect of your business or company. Without leads, there is no room for potentials. With so many different methods to acquire leads, how can you stay on top of your marketing efforts?
Well the one thing you can do is to specificy where each lead is coming from. So for example if you are running a Facebook campaign, you should make this available in the lead section of your CRM system. Everytime a lead is generated from Facebook it is recorded in the specific lead record under “Facebook”.
This way you can keep on top of your marketing efforts and know which campaigns are performing better than others.
Looking To Use A CRM System
Are you struggling to keep on top of your customer information and are afraid that you might be losing out on potential profits from customers? Why not get in touch with Dynamic Web Consultants today and let us show you how you can centralize all your relevant customer information which is easily accessible from one place.
You don’t have to struggle alone anymore.