Nowadays, CRM systems are used almost everywhere and it is impossible to imagine practice without them. Despite high investments, however, the results of many CRM projects are often disappointing. Real success with regard to data analytics and data leadership is lacking. But what explains the inefficiency of these measures?

The conquest of new markets, sales growth, and digital and automated marketing are keywords that are crucial for the future development of companies. CRM systems are proving to be an indispensable component for the practical implementation of such sales projects and for meeting the requirements at all. However, it can often be observed that the desired results remain elusive despite complex and costly system implementations. Instead of the hoped-for digital excellence, companies achieve only minor results from the CRM implementation - especially on the data side, many problems arise, outdated data and poor evaluability. How does this situation arise and what factors can positively influence results?

Based on practical experience and numerous projects, BRCG comes to the conclusion that the focus of most CRM projects is too little on sales requirements and too much on IT requirements. This can also be seen in the project ownership, which is mostly in the IT area. The CRM providers shine with dashboard displays during the presentation. The actual problems and deficits, however, are on a completely different level. In practice, the focus should be more on the sales requirements, especially the data process, which, metaphorically speaking, represents the nervous system of CRM.

Shit-In, Shit-Out - In numerous cases, outdated and unsystematic data structures are transferred to new systems. In the process, data entry and, in particular, data updating are often ignored. However, these are central, as they represent the actual basis for the functioning of any system. As a result, the data within the CRM systems is mostly incomplete, not integrated and not evaluable. The benefit for subsequent sales measures is thus too low and hardly allows any application. This creates a vicious circle, because poor data results in little outcome and, in turn, little applicability for users in sales.

One reason for the problem is that companies do not know or incorrectly assess the actual quality status of their data. They are dissatisfied with the poor results of their CRM projects but unable to take and initiate adequate measures. Our tip: The CRM perspective must be turned around and focused on data quality and the data entry process.

Durch langjährige Erfahrung und die Umsetzung vielzähliger Projekte im Bereich Database und CRM ist es BRCG möglich, konkrete Maßnahmen aufzuzeigen, die Unternehmen bei ihrer Zielverfolgung unterstützen. Folgende Optionen sind denkbar, um die eigene Datensituation zu verbessern.

1. determine data status (data checkup): What is the status of my dataset?
First of all, it is important to determine whether one's own data master is complete or possibly has systematic gaps. The data fields and data filling must be analyzed. Furthermore, the duplicate status must be ascertained and the degree of integration determined. Identifying the problem pattern is a challenge when there are often more than 10,000 data records within a system.

BRCG supports customers in this:

  • perform so-called data checkups
  • to determine the current actual state
  • make the problem areas transparent

2. derivation of a program of measures to improve the data status.
Based on an analysis using various BI tools, measures for data cleansing and data reconciliation can be set up. With the help of an action plan, data improvements can be implemented in a previously defined sequence. The plan can be automated, semi-automated or manual.

3. implementation of data improvement measures
Not only the plan but also the implementation of the measures is crucial, as many companies do not have the capacity to perform the necessary data revision services themselves. In this step BRCG offers support in the form of

  • Duplicate cleanup
  • the check of the data actuality
  • as well as the replenishment of data through uploads via the web.

4. introduction and implementation of an intra-year data update and
-optimization process

Only by carrying out this partial measure as well can a balance of one's own data situation also be guaranteed in the long term.

This includes

  • The review and revision of CRM customer data in an intra-year process,
  • filling a position or handing it over to a third party with a fixed job description for data revision during the year, as well as
  • Test rounds with regard to data up-to-dateness by sampling procedure or on the basis of a predefined time cycle.

Is your CRM data up to date and does it cover the entire market or only your previous contacts? Can you evaluate and answer market questions at the push of a button? Does your CRM generate customer data leadership?

We will be happy to assist you with your questions and requirements.
We look forward to the dialogue with you!

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Dr. Bergmann · Dr. Rohde & Consulting Group GmbH
Dr. Holger Bergmann
Steinring 125
44789 Bochum
0234/ 77796-0

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