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The Importance of Fit-for-Purpose Business Data Quality in Salesforce: A Guide for CRM Stakeholders

Reading time: 7 min   |  By Mehmet Orun   |  Published in Articles,

Your customer relationship management (CRM) software is a key source (often the single source of truth) for critical business data that drives customer engagement.  How you engage leads, nurture and close opportunities, and fulfill service requests directly impacts your top-line revenue, cost, and bottom-line profitability.    

A CRM with tens of thousands (or millions) of customers is only beneficial if you can trust the data behind it. Therefore, high quality data is the foundation for a high-performing business, and overlooking it can be costly. 

Not every object, every field, or every record is as important or impactful as another.  Different business processes require varying levels of data completeness, timeliness, and consistency.  Traditionally, data quality management was treated as a technical task.  To keep up with and get ahead of competitors today, business users and decision-makers must be able to measure whether their data is fit-for-business purpose easily, effectively, and continuously.  Identifying trends to predict and prevent future mishaps is critical for long-term success. 

Consequences of Poor Quality Data in Your CRM

The age-old saying, quality over quantity, applies to all data (including metadata) in your CRM. Information that is incomplete, inconsistent, incorrect, or duplicated can enter your organization through various channels, producing numerous inaccuracies and formatting errors that go unnoticed. CRMs often contain thousands of objects and fields, making it even harder to manage its overall data health and hygiene.

Data decay over time leads to obsolete and outdated information. You may spend countless hours constantly and manually vetting, correcting, and updating incomplete fields. This poor quality data results in skewed forecasting and conclusions. Any insights and analytics you produce will be based on inaccurate information. Without consistent, cyclical data quality monitoring, it becomes near impossible to identify the issues that are impacting sales, growth, and profitability.

Without continuous data quality monitoring, stakeholders are unable to fully realize the potential of your customer and business data. Data that is not fit-for-business purpose will impact stakeholders’ ability to successfully drive sales, pursue marketing leads, identify trends, progress customer engagements, and most importantly, make critical decisions.

Current CRM Data Quality Tools Still Have Gaps

Currently, many data profiling, data cleansing, and deduplication tools exist, however, these solutions are often isolated from business users and applications as centralized IT tools. In the rarer occasions, they are available within the CRM application, however, they tend to be specialized and not focused on business data quality needs. They lack the ability to holistically monitor impactful data quality trends in a simple, timely, and automated manner.

CRM Admins and data stewards still struggle to continuously assess, identify, and improve bad data. Assessment must be conducted quickly, without requiring custom development or exporting the data from the CRM system. Issues must correlate to business impact in order to obtain the resources and attention needed to address and prevent them in the future.

Organizations need to be able to identify where there are CRM data management, data governance, and data quality gaps affecting their current and future initiatives. Today’s applications lack this capability when it comes to helping admins and data stewards assess, prioritize, and correct data quality errors. As a result, these solutions are unable to guide stakeholders to ensure that data is fit-for-business purpose.

The Solution: Cuneiform for CRM
Know Now if Your Business Data is Fit-for-Purpose

PeerNova’s Cuneiform® for CRM is a business data quality application available on the Salesforce® AppExchange (built 100% on the Salesforce platform). The solution enables CRM Admins, data stewards, and implementation teams quickly, comprehensively, and easily assess and quantify business data quality challenges and risks. They are able to profile, monitor, and measure the quality of the data in their org for the life of their org.

The application ensures CRM data is always fit-for-business purposes by monitoring data quality and prioritizing exceptions using proven Salesforce tools and processes. Stakeholders are able to have more outcome-driven conversations on their current data quality needs, while effectively prioritizing and directing improvement efforts.

With Cuneiform for CRM, organizations can:

Quickly find Salesforce objects, fields, and records that hinder business initiatives.
Know where to start to unlock the secret that successful Salesforce Admins use to ensure their data quality meets both marketing and sales goals. Specifically, compare profiling snapshots taken over time to understand how object fields are used in your Salesforce organization. Monitor object storage, field usage, unused fields, fill and distinct value rates, and picklist value distribution for profiled objects.

CRM Admins and data stewards can quickly, comprehensively, and efficiently identify data and metadata health risks while assessing which objects, fields, and records are affecting potential business risks.

Easily assess your data in minutes, not hours.
Discover what your data is telling you quickly and efficiently. Iteratively fix any and all data quality errors before they trickle throughout the org and customer journey to affect KPIs and ROIs. Implementation teams can perform root-cause analysis to make corrections when highly used fields do not meet data quality expectations. As a result, they have more outcome-driven conversations on their current data quality needs.

Confidently use profiling insights to ensure your data is always fit-for-business purpose.
Using data profiling insights, admins are able to define and assess contextual fit-for-purpose data quality and validation rules. Leverage insights to understand field usage, record completeness by the owner, and rate of change of record data and metadata. Monitor your data, metadata, and rate of change to manage your data quality.

Actionable business-centric metrics, insights, and reporting, improve the overall customer experience and decision-making, resulting in better ROI, cost-savings, and compliance.

CRM stakeholders are quickly realizing the critical need for a “data quality first” strategy that includes effective data management and governance. Businesses implementing an effective tool, like Cuneiform for CRM, will have significant advantages over competitors, setting their organization up for success.

The solution combines Cuneiform’s already established business data quality monitoring and reconciliation expertise, with both client feedback and use case knowledge. The application is flexible and agile to mature with customer’s evolving business needs. Organizations can start small, and iterate across business applications by selecting the suitable edition based on where they are in their Customer 360 journey.

Try Cuneiform for CRM Today

To try Cuneiform for CRM for free or for more information on the application, please visit the Salesforce AppExchange today.

By Mehmet Orun

Mehmet has been on a quest to achieve Customer 360 with Salesforce for more than 18 years. As a Salesforce customer, he architected and oversaw the Master Data Management program for Salesforce’s first Life Science customer. During his 10+ year career at Salesforce, Mehmet served as the first Director of Data Quality for the Data.com product team, built and led Salesforce’s Data Strategy Practice, wrote requirement 0 for Salesforce Customer 360, and lead the C360 Data Manager product until its integration with C360 Audiences (aka Marketing CDP) which we now know as Data Cloud. See full leadership profile.


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