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Duplicate customer data is a common challenge for many businesses, it creates issues in correctly contacting customers and drastically reduces the effectiveness of any CRM system.
Customer data deduplication refers to the removal of duplicate records in a data set. During the deduplication process, unnecessary copies of the same record are removed to create a Single Customer View (SCV). Whilst it can be a tedious job, it does carry many benefits.
Here is a 5-step guide to removing duplicates from your CRM system.
If your resources are limited and you would like a quick and easy way of detecting duplicates in your Dynamics CRM, we can help you tackle the issue with our DQ for Dynamics™ data management solution.
Duplicated customer data is a common occurrence in most companies’ CRM systems.
It can be caused by simple data capture errors like spelling mistakes, or: data migration, integration errors, duplicating accounts, contacts or leads with formatting differences.
Duplicated customer data has a negative impact on your CRMs value and also your team’s morale. In addition, with duplicate data you’ll be spending extra on unnecessary additional storage costs. Your CRM is a costly investment and it will cost far more with duplicated data.
Realising you’re spending more on your CRM and seeing no additional ROI to show for it can be incredibly demoralizing. Furthermore, but your marketing team will not trust the data they are using for their campaigns and your sales teams will be demotivated dealing with duplicate data while prospecting.
If your CRM has duplicate data, your users will often experience…
Ensuring your CRM contains NO duplicates will…
Your customer data is arguably one of your most valuable assets in your company. Reliable, integrated, and accurate data is at the core of any successful direct marketing campaigns. Ensuring you have a Single Customer View enables you to gain trusted and accurate insights into your customers.
In a recent study, 72% of consumers said they would only engage with marketing messages that are tailored to their interests. With your customers information scattered across multiple contacts this is impossible. Duplicate free data is expected in order to keep up with customers personalised marketing demands.
Establishing what stage you are at in your customer deduplication journey is the first step. Gathering answers to questions like these will help frame where you are in your deduplication journey.
Clear insight into where you are in your customer data deduplication journey will help you plan where you want to be and how to get there.
Once you have established your deduplication goals you need to create a clear plan to ensure everyone within the company will adhere to it and prevent the risk of more duplicates.
If you’re already dealing with duplicates, searching for contacts that share the same information and merging them is your best bet.
For example after bulk deduplication, a clear set of rules on how you enter data into your CRM is required. This is needed to ensure that every staff member is aware of how to correctly use the CRM system and reduce the risk of human error.
Prevention is always better than cure, ensuring a clear plan to tackle data quality issues will help your company have trust and a better relationship with your CRM.
Sometimes the tools provided in a CRMs out-of-the-box functions are simply not enough. For example, Microsoft Dynamics can only merge two contacts at once, the time taken to work through your duplicates and their field level survivorship is time you simply cannot spare
Our software has been designed to provide Dynamics 365 users and CRM admins with the ability to manage and maintain CRM data quality when the out-of-the-box Dynamics tool is just not up to the job and you need more help.
DQ for Dynamics™ works right inside Dynamics 365 to make Cleansing of Dynamics CRM Records easy – you can Capture, Cleanse and Consolidate the records in your system to provide you with a Single Customer View and automatically master your customer data to ensure is is truly fit for business use.