CRM Critical Success Factors - The Data Factor

How We Make CRM Work.
CRM - The Critical Success Factors (CSFs) Series
The Data Factor
Hi, my name is Rowland Dexter, Managing Director for QGate. In this video we're going to talk about the data factor. Data is unquestionably the lifeblood of a CRM system. If your data is unhealthy, your CRM will definitely suffer. Unfortunately data can be expensive. Certainly in the first phase of a CRM - if you're going to do any data work it's going to be the most expensive, time consuming part of that phase.

If you consider where you have data today: in Outlook, in Excel, in Legacy Systems and around the organization -- One of the aims of the CRM would be to consolidate and centralize the information. So you've got to pull it out of those systems, you've got to reformat and you've got to then import then into CRM. Then you've got to consider the data cleansing side of this: de-duplication, address verification etc.
All of those processes do take time and obviously therefore have an amount of cost to them.
Certainly we've seen that user adoption is severely impacted if the quality of the data is poor. Whatever you've done to make this CRM system function and support the organization -- if that data is not current the users see that very quickly and it really impacts it on the user adoption.
You must consider data really from the start of your project very, very important.
We're very happy to talk to you, very happy to talk through this subject particularly. So if we can help please feel free to contact us. And we're wishing you success with your CRM project.

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