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A clean and accurate CRM database is crucial for effective business operations. It means that customer information, such as contact details, purchase history, and preferences, is up to date and reliable.

When your CRM database is cluttered with irrelevant or outdated information, it becomes challenging to identify and reach the right target audience. By cleansing the database, you can optimise your marketing and sales efforts, reaching the right customers with the right message at the right time.

Step 1: Identify

The first step in your CRM cleanse journey is to identify the data issues within your system. This phase involves conducting a thorough assessment to uncover inconsistencies, inaccuracies, duplicates, and other data quality problems.

Evaluate Current Data Quality by Identifying common data issues like duplicate records, missing information, outdated contacts, and inconsistent formatting.
Perform a comprehensive review of your CRM database to identify data discrepancies, errors, and redundancies.
Categorise the issues found, such as duplicate accounts, incorrect contact details, or outdated opportunities.

Let DQ for Dynamics take care of it for you:

  • Cross match within and across CRM entities to identify defects and invalid data
  • Find and surface duplicate records with our in-built matching logic

Step 2: Correct

Once you have identified the data issues in your CRM system, it’s time to take corrective actions to ensure data accuracy and consistency.

Merge duplicate records, retaining the most accurate and up-to-date information
Consolidate redundant information, and correct inaccuracies.
Verify and update contact details, standardise formats, and cleanse incomplete or irrelevant data.
Enrich your CRM data by supplementing it with additional information. Consider using external data sources, such as public databases, or third-party data providers, to fill gaps and enrich customer profiles.

Let DQ for Dynamics take care of it for you:

  • Master your Golden Record right within Microsoft Dynamics – Select your best record along with its best fields, then see it update live in your CRM.
  • Bulk cleanse, validate, and verify your: email, phone, and address fields with easy-to-use power automate data cleansing workflows.

Step 3: Prevent

To maintain a clean CRM system over the long term, you need to establish preventive measures that minimise the recurrence of data quality issues.

Define data ownership, establish rules for data entry and maintenance, and implement regular audits and checks to ensure ongoing data quality. 

Schedule regular data cleansing and maintenance activities to prevent the accumulation of outdated or inaccurate information.

Integrate your CRM system with other relevant tools and platforms to automate data entry, updates, and validation. This reduces manual errors and ensures consistency across multiple systems.

Monitor and analyse CRM data quality metrics regularly. Identify any emerging patterns or recurring issues and take appropriate actions to address them promptly. Encourage feedback from CRM users to identify potential areas for improvement.

Let DQ for Dynamics take care of it for you:

  • Prevent Poor Quality Data from entering Dynamics 365 with data capture tools that ensure data is consistent, complete, and unique
  • Build automation rules then schedule sessions to run and constantly monitor your customer data.

By following this 90-day CRM cleanse guide, you can significantly improve the quality and accuracy of your CRM data

Remember, maintaining a clean CRM system is an ongoing process that requires continuous effort and commitment. Luckily you’re not on your own.

If you’re using Dynamics 365, our complete D365 data management solution can get the job done quickly and painlessly. Reach out for a demo of DQ for Dynamics and start your 90 day CRM cleanse journey.