Inaccurate data can lead to a number of poor outcomes on both the external and internal side of the experience. Regardless of if we are talking about website analytics data, a CRM database, or a 3rd party platform specific to your industry, maintaining accurate data is critical to create and maintain a positive customer experience.
Many organizations face the overwhelming volume of data being collected and understand the need to architect a system that best encourages the utilization of the data.
According to a recent study commissioned by Deloitte - companies on average have 17 different technology applications leveraging customer data, with an average of 28 different data sources used for generating customer insights and engagement.
With each data source and input method feeding your databases, the number of variables that can contribute to inaccurate data also grows. Establishing and reinforcing data hygiene practices become a necessity.
Data hygiene refers to the collection of processes used to maintain clean data within your records or database system. Clean data refers to the accuracy and completeness of the data. If your data is clean, it can be trusted that it is up-to-date and free of any errors.
In short, clean data is accurate data.
Due to the volume of data an organization will collect on their potential prospects and existing customers. The opportunity for inaccurate data is continually growing and further emphasizes the importance to dedicate efforts to maintain clean data.
Implementing data hygiene practices within your CRM database is vital for maintaining trust and engagement with your teams and tools. It can help you avoid poor exchanges with prospects or customers. Accurate data impacts multiple areas within your business, and by following data hygiene best practices, you can:
Maintaining an accurate database with clean data allows you to fully utilize the power of your team and CRM platform to create a robust and personalized experience for individuals moving through your buyer's journey. With data hygiene processes in place, your team can focus on best utilizing your CRM tool's advanced features versus spending a bulk of their time tracking down inaccurate information or correcting outdated data fields.
All of these actions are taken to streamline and optimize the customer experience. Creating a centralized entity to oversee and maintain the data associated with your customer experience has started to be recognized as Revenue Operations (aka RevOps).
Establishing clear data hygiene processes in your company is one of the 3 pillars of Revenue Operations.
Below you can access a resource proven to help provide clarity across your departments and identify the gaps within your company's established roles and processes. You can review the deliverables outlined in our Fast Start Program - a program designed to systematically address the hurdles preventing B2B organization from achieving alignment.
If you don’t want to wait and would like to talk with a RevOps specialist now, you can schedule a no obligations strategy session here.