Data is a business’ intellectual property. Whether your company is pursuing Salesforce implementation or is actively using Salesforce, it is crucial to have clean and accurate data. Having bad data can lead to failed implementations or costly resources to fix bad data. When you do not have the right information, it can lead to duplicate accounts information, inaccurate reports, and lack of internal synergies and therefore lack of user adoption.
There are data management strategies and best practices that can help your business avoid bad data situations or improve your current system. Clean data is critical to a successful user adoption and overall Customer Relationship Management (CRM) success! If there is not proper structure, security (roles and profile) and processes in place, then anyone from your team can be adding or managing information in Salesforce and may be using various, and inconsistent methods.
In multiple Salesforce instances, we have seen the existence of duplicate accounts due to lack of data governance processes. In this situation, for example, your sales team updates one of the accounts but when someone from your inside sales team is referencing the other duplicate account, they do not have access to the most current information and the contact can receive calls from two different people with conflicting messages. You can avoid this by creating standard processes and using duplicate management apps such as:
- Enable deduplication functionality already available in Salesforce
- DemandTools – discovers, cleanses, and maintains data quality
- Ringlead Unique Upload – Import duplicate-free lists to complement existing tools
- Cloudingo – Identify and remove duplicates using a dashboard-based tool
- Cloudingo Studio – Developer-focused tool supporting complex SOQL use
But using a tool one time is not enough — establishing a process is key! To do this, you should standardize your processes, assign appropriate security profile/roles, de-dupe your data, and then properly train your team so the process is properly followed. Standardizing also includes setting rules on abbreviations e.g US, U.S, or USA. De-duping includes identifying, matching, and merging duplicate accounts e.g. J.Doe and John Doe, determine if they are the same and merge. Once you do this front-end clean up and have these processes in place, train all current employees and new employees, pay attention to new features and Salesforce updates, and have trainings for updated processes.
Once processes are established and a standard is set, you must maintain quality data! To do this, it is necessary to monitor your data. You should look at dashboards and reports to gain insight and create visibility across the enterprise. This will allow maintaining data quality, everyone’s responsibility. Use Salesforce to implement controls and set your business up for success with clean data.
We Can Help
If your business is contemplating Salesforce implementation, contact RelationEdge. We can create system architecture based on your business process and create the standards and processes to enable clean data from the start! We can also help current Salesforce customers with data cleansing and provide our managed services to assist with data policy and governance, training, and adoption.