Is Weak Data Integrity Killing Your CRM?

Data Management

American companies spend an enormous amount of money on training. Spending reached more than US$90 billion in 2017, an increase of over 32 percent from 2016, according to Training magazine’s annual survey about the kinds of investments companies with 100 or more employees make on training activities, including everything from the salaries of internal training staffers to expenses for travel, facilities and equipment.

Though it’s not highlighted specifically in the survey, it’s unlikely that even a small share of the billions spent on training last year were devoted to educating and motivating employees to regularly and accurately input data into a company’s CRM. Maybe it should have been.

If companies devoted even a modest amount of time and money to creating a culture in which employees made it a regular part of their day to input data into their CRM, both employees and employers would benefit. Broad acceptance that this is an activity that leads to career and company success is what the concept of data integrity is all about.

Unfortunately, regular dedicated use of CRM is not the norm, for a wide variety of reasons. One is that in some businesses a CRM represents change, and change often is resisted, even in businesses that have a dynamic culture. To a sales person or an employee working in customer service, inputting data into the CRM may seem like a task that is administrative rather than essential.

There’s also a demographic component. The introduction of a CRM to replace either highly manual customer management and sales processes or to institute more structured processes often is resisted by those who have found success with their own ad hoc approach to tracking prospects, tracking orders or managing relationships.

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