Data quality is pivotal in improving workforce satisfaction
Retaining top talent is critical in winning new deals and maintaining customer satisfaction. Without the proper tools, including quality data, businesses run the risk of losing valuable personnel to burnout or better opportunities.
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In the last three years, huge shifts in workplace culture shook up the status quo. Today, employees have more requirements of their employers and it’s more difficult than ever to not only attract, but retain top talent. The last thing a business needs is to have outdated tools and processes making the lives of their sales and customer services teams miserable. With attrition comes revenue losses, lags in service, and general drops in morale.
So, it’s clear: Your CRM needs to set your teams up to win, be it sales or customer success, marketing or finance. Without clean data, you’re actually setting them, and your business, up to fail.
Dirty data directly impacts employee outcomes
Sales is a tough job on the best day, and on the worst day, well…they certainly don’t need their own CRM working against them. Instead, your tools need to provide a motivational push by acting as a library full of reachable contacts.
Maintaining a quality standard for your CRM data can be the difference between a sale or sales turnover. And this isn’t just a hunch: Xactly reported sales organizations saw a 58% higher turnover in 2021 than 2020. In their same research, they noted it takes a sales associate an average of 3.2 months to get up to full productivity. What does that mean for the success of your business?
Sales might be the first team to come to mind when thinking about CRM data, but data’s reach is much broader. Some people may have dedicated data entry jobs where their sole task is to input complete information into the database. Having a checks and balance system to not only help avoid data mistakes but correct them if or when they happen can make the difference between feeling rewarded at work versus defeated at work.
Avoid attrition due to data
When you make data quality a priority, the potential for closed sales increases while reducing several risk factors for your company’s success. If you focus on removing these data risks, you foster a motivating environment in which your employees can feel that you are committed to their success – and you are!
Duplicate data
If one sales representative reaches out to John Doe, but then, because there is a duplicate record of John, another rep reaches out to him, all three parties are dissatisfied. Either only one wins a deal or neither do, and that’s not even considering the experience of John Doe.
A data quality solution can scrub your database for duplicate records to alleviate the disappointment and stress of repeated efforts across multiple people. Plus, you’ll relieve those with data entry jobs of the pressure of manually going through every record.
Outdated data
Let’s say you plan to do a postal mail campaign. Your marketing team exports physical addresses and uses them to complete the distribution…just to find 15% of them come back to your return address. This can be hard to explain to leadership, because the business paid for 100% of the mailing but only got 85% of the exposure they expected. This is demoralizing, stressful and risky for your marketing team. They’ll lose confidence in the CRM and start believing their best efforts will be sabotaged by outdated information.
Using a data quality solution with postal address verification can help resolve this issue, as it can cross-check records with the postal system and adjust records as necessary if, for instance, a contact processed an address change after a move.
Incorrect data
This is likely the biggest problem your teams will face, from sales to customer success. Without accurate data, the functionality of the business takes a big hit. Errors add up, big mistakes are made, and employees will quickly find themselves between a rock and a hard place. Is it easier to deal with the emotional impact of feeling ineffective or even bad at their jobs, or to leave a business with unreliable data undermining their hard work? The answer is pretty clear.
Without a commitment to clean data, you’re risking meaningful attrition across all business units. Incorrect data like inaccurate email addresses, wrong telephone numbers, and outdated postal addresses can not only significantly harm a bottom line, but also strip staff of any reward at work. This perfect storm of ineffective data and an environment of distrust and uncertainty can wreak havoc on a business.
Data quality is a simple preventative
Talent is your greatest asset. Without a reliable team powering your business, you’ll constantly play catch up. What is their greatest asset and your most powerful tool? High quality data enabling them to reach peak success. Signaling your organization is invested in making sure their employees feel rewarded at work is an important step in maintaining motivation and avoiding attrition.
Make it easy and quick. Choosing a data quality solution to rapidly detect, correct, and maintain a standard of excellence in your CRM database can quickly enable your teams and set them up for success. Plus, it will save the sanity of those with data entry jobs!
Invest in your workforce. Let a data quality solutiuon help you ensure you’re providing a culture of trust and motivation while simultaneously making it easier for them (and you) to make more money.
About DQE
Because data quality is essential to customer knowledge and the construction of a lasting relationship, since 2008, DQE has provided its clients with innovative and comprehensive solutions that facilitate the collection of reliable data.
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