Clean Data

Clean Data, Good CRM


Right now, that error in the street name might seem like a simple typo. Who does not make typos? Does it really matter if we enter John E Smith alternatively as John Edward Smith? Is it important whether we write the apartment number as STE 310 or STE #310? Christine sometimes hyphenates her last name and sometimes she does not, and Mary has changed her last name four times in five years. Who can keep up?

Well, if these are your customers, your customer relationship management (CRM) system needs to keep up with all of this, and here’s why.


As I have written previously here on Avaplus, your CRM is the foundation of your communication with your clients. If configured and updated correctly your CRM system can be used for many invaluable time-saving functions including task lists, integrations and effective marketing. If a number of corrections need to be made each time a report is run, the time-saving benefits are lost.


Whether you have full-time staff or are using remote specialists and virtual assistants, everyone using your database needs to be able to trust the data when they run marketing reports, email lists and mailings. Kerryn Sonnet, of Virtually There, Zoho consultant and CRM Guru, explains that although the account managers that attracted and are currently handling the customers may know those customers in person, it is a fact of business that staff to move on. Their knowledge needs to be virtually retained accurately in your CRM system so that the next account manager or VA will be able to trust the data and have confidence in the reports that are produced.

Customers also need to be able to trust your data integrity. Errors in your communication to a customer gives the impression that you either do not know what you are doing, or that you do not care about their needs.


A small data entry error can result in duplicate account creation, can cause embarrassing errors, such as having multiple sales representative’s follow-up with the same customer. This results in reduced productivity and unnecessary expenses.

At Avaplus I can help you manage your time and productivity while building trust with your internal and external customers. Let me show you how!

Leave a Comment: