Lack of a Single Customer View
Posted: Mon Dec 23, 2024 7:28 am
A “single customer view” is what you have when the records in your CRM contain all related data for that contact or company inside of a single record for that entity. It speaks to the reliability of your database as a whole.
Everything there is to know about a contact should be contained within their CRM record, making the entirety of the information easily accessible for your teams and automation campaigns. But duplicate data makes that impossible.
When you have duplicates, your teams will log information in both uruguay telephone numbers profiles, splitting your data up between multiple records. One record will have a contact’s city, and the other won’t. Maybe the prospect moved between creating the original record and the duplicate record, leaving one with outdated information.
That lack of a single customer view impacts everyone who uses or updates customer data in your CRM. Your marketing teams rely on personalization, but if they don’t have faith in your database, they will have a hard time using data effectively. And your sales reps will be left frantically checking multiple records for context in sales conversations.
Let’s say that you are a sales rep. When a customer asks you a question, you must view previous conversations to obtain the context necessary to provide a good experience.
But what if a customer has duplicate records? Well, then you will end up checking multiple records. And each duplicate group might not just have one single duplicate, and there could potentially be four or five. That’s a lot of records to check to provide good service to the customer.
So in practice, this usually results in your reps either not checking all of the records and working with a fraction of the context they need or checking all of the records for information and slowing down their process substantially.
Duplicate records in your CRM bog down every employee who interfaces with your customer data.
2. Wasted Budgets
Duplicate records in your CRM eat away at your marketing and sales budgets.
In some cases, the same prospect will receive your marketing communications multiple times. Maybe you deliver multiple emails to the same person, or send them the same direct mail package multiple times. Across a database with high duplication rates, this can measurably drive up costs for every campaign.
Your sales reps will be slowed down because they must check multiple records. Multiply that by all the reps in your organization, and you have a lot of wasted time. A company with lots of duplicate data could spend hundreds of extra hours per month navigating those records.
Additionally, CRM pricing is often tied to the number of records in your database. High duplication rates mean more records, which leads to higher costs.
Everything there is to know about a contact should be contained within their CRM record, making the entirety of the information easily accessible for your teams and automation campaigns. But duplicate data makes that impossible.
When you have duplicates, your teams will log information in both uruguay telephone numbers profiles, splitting your data up between multiple records. One record will have a contact’s city, and the other won’t. Maybe the prospect moved between creating the original record and the duplicate record, leaving one with outdated information.
That lack of a single customer view impacts everyone who uses or updates customer data in your CRM. Your marketing teams rely on personalization, but if they don’t have faith in your database, they will have a hard time using data effectively. And your sales reps will be left frantically checking multiple records for context in sales conversations.
Let’s say that you are a sales rep. When a customer asks you a question, you must view previous conversations to obtain the context necessary to provide a good experience.
But what if a customer has duplicate records? Well, then you will end up checking multiple records. And each duplicate group might not just have one single duplicate, and there could potentially be four or five. That’s a lot of records to check to provide good service to the customer.
So in practice, this usually results in your reps either not checking all of the records and working with a fraction of the context they need or checking all of the records for information and slowing down their process substantially.
Duplicate records in your CRM bog down every employee who interfaces with your customer data.
2. Wasted Budgets
Duplicate records in your CRM eat away at your marketing and sales budgets.
In some cases, the same prospect will receive your marketing communications multiple times. Maybe you deliver multiple emails to the same person, or send them the same direct mail package multiple times. Across a database with high duplication rates, this can measurably drive up costs for every campaign.
Your sales reps will be slowed down because they must check multiple records. Multiply that by all the reps in your organization, and you have a lot of wasted time. A company with lots of duplicate data could spend hundreds of extra hours per month navigating those records.
Additionally, CRM pricing is often tied to the number of records in your database. High duplication rates mean more records, which leads to higher costs.