One of the biggest selling points of CRM is the ability to create a single view of the customer, data is key to making this happen. This blog covers things that you should consider during and after your implementation.
It’s probably not a good idea to simply move all data from one system into CRM without understanding what you need. For one thing, moving the data from one place to another could prove expensive.
Data is something that should be thought about during the whole process of delivering a CRM system. The questions below, along with your process-mapping and specification phases, will help you on the journey.
- Does it need a scrub? It’s unlikely that the data you move is going to perfect so what’s the best way to cleanse it before you use it?
- Should it be access all areas? Should all users see the data or are there occasions when it should be locked down?
- Where should it be held? Should it all be put into CRM or just certain information or will a view of the data (held in another systems/data warehouse) be good enough?
- Does it need to be in CRM to fulfil any reporting requirements?
- How often should it be updated? If data is held elsewhere how often should CRM be updated, some data needs to be updated live e.g. contact information such as telephone numbers, email addresses while other information can come in overnight.
- What should you do with data at go live? From day one, you may need data from your old system as well as CRM. You need to decide whether to manage it in the old system until they reach the end of a process or move it straight into your new CRM system and finish the process there.
- How long should you keep it? Do you really need CRM data for 10 years? It’s worthwhile putting retention rules in place as early as possible. Too much data can affect system performance and is generally useless to users and those reporting on it. Some of this will be a judgement call, in other situations there could be legal or sector reasons for holding on to the data. Whatever you decide you must work within the law.
There are lots of ways to manage the data you have in CRM from creating views/iframes using out of the box functionality to importing it directly into the system. If you know what data you want (and looking to move online) then Scott Durows video on the data export service might be for you.
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