BEST PRACTICES FOR IMPORTING INFORMATION INTO CRM
“ Data is the engine that propels a business to success “ – Quote by R S Maan, Managing Director of Codleo Consulting.
CRM tools are finding large scale acceptance over time as brands and their management realise the value they bring. By giving a 360 degree view of each client, brands are re-inventing their relationships with leads & clients. This however is only possible if the data that is brought into the CRM from the different sources is “ clean data “. “ Dirty data “ is the opposite of clean data and refers to data that is inaccurate, unreliable, and duplicate. Such data can be the cause of the CRM project being a failure which no one wants, I am sure. To ensure that data that will enable the CRM is imported, there are some best practices that need to be followed daily. We have listed these down for your perusal.
Best practices for importing information into a CRM are:
Remove duplicate information before importing. This requires diligence and dedication by the brand, and the team involved. Someone or a team needs to do the dirty work of removing duplicate entries / data before packing it off to the CRM. Excel with its formulas can be used to do the needful or using a tech tool. This coupled with Deduplication Rules ensures a robust strategy that will benefit the business in the long run.
Examine the processes. You may notice that importing data into CRMs may lead to the records being visually different from the source data. This happens because some CRMs have processes that update / alter the information. Go through references such as Triggers, Process, and Flows and study how the fields are managed. Are these processes impacting your imports? Keep an eye on these processes and their effect on limit issues. It's always good to import information in small batches. Salesforce CRM for instance offers different APIs when importing information. The REST and SOAP APIs are created & optimized for imports that update limited records at a go, on the other hand, the Bulk API is specific for a large cache of data imports.
Be smart with Excel’s VLOOKUP. Excel is the most popular data tool and everyone has heard of or used it. However, it is not invincible or foolproof. It can cause dirty data thanks to callous entries. If you export a report and want to VLOOKUP, ensure that you are using the 18-character IDs from Salesforce, not the normal 15-character IDs. If not then you will get funny outcomes.
Automate as much as possible. If your brand or the business you own or work for has daily ( or almost every other day ) data collation & import tasks then it’s time to automate the process. It will make everyone’s life simpler and more productive. Thus everyone is happy in the end especially those tasked with the import of data into the CRM and allied activities. You may consider deploying a data importing tool as well.