Time for data cleansing or CRM Integration?

Recently during a dinner, I started a conversation with my table neighbor. She was in the Marketing department of an ex-customer of Computer Profile. After a few minutes, we exchanged our business cards. She knew Computer Profile, but was not sure exactly what we are doing. She confessed that she receives regular prospection calls from our sales team, but in the Marketing department they look at each other trying to avoid our calls. I checked if she was not confused with Computer Futures very aggressively prospection activities. It happens regularly that there is that kind of misunderstanding, because of the similarity in our names. But no, she clearly related our name to the database world! Of course, I asked her “Why do you try to escape our prospection calls?” and she told me that she did not need any database and did not want to justify herself.

Clearly, a database was not her primary focus, so I switched to a more sensitive topic, namely the quality of the information in the CRM. I felt, here I touched a painful subject. She is in charge of events, mostly very expensive ones, and is wasting a lot of time to prepare lists for every event. She complained a lot about the quality of the data in the CRM. The list of names is never correct and there are always important names missing, at least in the export list. The right name may exist in the CRM, but it is not selected. Most of the times due to missing information coming from a wrong or missing function code.

I jumped into this opportunity to explain her that we have data cleansing and CRM integration tools and services, that will help her to maintain the content of the CRM up-to-date in a homogeneous way. We are basically building synchronization between our database and her CRM. So, in the end she proved the importance of a good database herself and might finally need the access to our database.

We help our customers every day with data cleansing and CRM integration. We help them to audit the existing situation and measure the evolution after working together continuously. We can even build a dashboard to guarantee a minimum Service Level Agreement.  So, if you have similar problems, it is not the question if you need a database, but when.