5 Ways To Know When Your CRM Duplicates Are a Big Problem

on January 16, 2018


Without customers, every business will be a dry bone. This is why it is important for every business to put their customers first. One way of doing this is by managing and maintaining your relationship with them. CRM tools are the most efficient methods of managing interactions with your customers. These tools help you manage stage of your customer’s lifespan. From marketing and advertising to onboarding process to sales, CRM tools help keep your customers at peace with you. Managing your customers means that you will have their data. One major issue in CRM tools is that of duplicate customers’ data. These duplicates can compromise the good works of your CRM tools, and you definitely do not want it. According to Salesforce, CRM tools can help increase sales by up to 29%, sales forecast and prediction accuracy by up to 42%, and productivity of sales by up to 34%. You definitely do not want to lose out on these benefits by having duplicate data. One major problem though is discerning when your CRM duplicates are becoming a big problem. All will be revealed to you here, but first, let us find out exactly what CRM duplicates are.


What are CRM duplicates?

Customer Relation Management (CRM) duplicates refer to exact customer’s data that appears more than once in a CRM system. These duplicates can occur because of several reasons which can largely be attributed to either people or processes. Duplicate data has several negative effects on the CRM of a business and should be avoided at all cost.


5 indications that your CRM duplicates are a big problem

One popular question from businesses is this – how do I know when my CRM duplicates are a big problem? The answer to this lies in several parts and metrics in your business that will be revealed shortly. There are many things to look out for, and we will discuss five indications that prove that your CRM duplicates are a big problem. These indications are explained below:

  1. Inaccurate sales forecasts: This is one of the most important indicators of CRM duplicates being a big issue. The importance of CRM tools in sales forecast and predictions cannot be overstated. Sales forecasts are usually done based on customer’s data and activities from CRM tools. When your customer data is wrong, then any forecast or prediction you make from it will definitely be inaccurate. Once you begin to notice that your sales forecast are inaccurate, then you need to check your CRM duplicates. In truth, the accuracy of any other type of forecast that depends on the CRM system can be used as an indicator. Sales forecast are however the most prominent type.
  2. Multiple salespeople being assigned to the same customer: When you have replicates of exact customer’s data in the same CRM system, then you will be assigning sales resources and people to the same customer. This is particularly true about more recent CRM tools where salespeople and resources are assigned automatically. So, once you notice that customers are complaining about being assigned multiple sales personnel, then you need to check for duplicates in your CRM system. It is also a good idea to manually check the assignment of salespeople in order to be sure a customer is not assigned to multiple salespeople.
  3. Duplicate emails and advert messages being sent to the same customer: When a customer’s data occurs multiple times in the same CRM system, every account that has such data will be treated as a distinct customer. This is evident in advertising and promotional messages which will be sent multiple times to the same customer. This is one of the sure fire ways to discern that your CRM duplicates are now a big problem. When you notice that the same emails and messages are being sent to the same customer, then you need to perform a duplicate check on your CRM system. Many customers might also complain about multiple messages, prompting you to take action. Also, if you notice that many users are unsubscribing from your promotional emails, then this might be because of duplicate emails.
  4. Increased customer complaints about poor Customer Service: If there is an increasing number of complaints from customers about the quality of your customer service, then that might be indicative of replicate data in your CRM. One of the most important applications of CRM is in customer’s service. Data from customers’ activities, usage and profiles all help in resolving complaints easily, as well as in personalizing the customers’ service. The presence of replicate data in the CRM will lead to a clash in profiles and activities of customers. This will mean that customer service representatives cannot answer and resolve complaints because of clashes in the customer’s information. Essentially, an increasing number of complaints about poor customer’s service can be indicative of CRM duplicates being a big issue.
  5. Disgruntled employees: Virtually every area of a business uses customer’s data from the CRM system. From marketing to sales to administrative planning, customer’s data is important. Once you notice that employees are not performing well at their jobs, this might be indicative of duplicate data in the CRM. Once the salespeople are not hitting their target and the marketing people are losing leads, they will become disgruntled. All of this could be as a result of duplicate customers’ data in your CRM system.



The importance of CRM tools in the business world today cannot be overstated. According to Nucleus research, the return on investment on for CRM tools is $8.71 per dollar. The recent trends in CRM tools is also another thing to look forward to. Essentially, in the near future, a business without a CRM tool will be running blindly. However, duplicates in CRM tools can undo all this buzz. This is why it is necessary to take the cleanliness of customer’s data in your CRM very seriously. With the insight provided here, you can now tell when duplicates in your CRM are a big issue.

Rahul Varshneya is the co-founder of Arkenea, a custom software development company that builds custom mobile and web apps for entrepreneurs and enterprises. Rahul has been featured as a business technology thought leader in numerous media channels such as Bloomberg TV, Forbes, HuffPost, Inc, among others.