How Duplicate CRM Data Hurts Your Sales

on January 16, 2018


Duplicate CRM data occurs when the same customer’s record appears more than once in a CRM system. Many CRM replicates are either from process or employee errors. There has been a lot of buzz around duplicate CRM data, but still, many organizations do not pay attention to it. One reason is that they are unaware of how duplicate CRM data affects their business. One serious way duplicate CRM data affects a business is via reduced sales. Of course, you might be wondering how that comes about. This post will meticulously reveal to you how duplicate CRM data can hurt your sales.


Five ways duplicate CRM data hurts your sales

  1. Wastage of Sales Resources: This is perhaps the biggest way by which duplicate CRM data hurts your sales. Whenever you have duplicate customer records, there is the possibility of assigning multiple sales representatives and resources to the same customer. This is most likely since many CRM tools work with auto assignments. When you are wasting resources meant for several customers on a single customer, then you know your sales will take a hit.
  2. Inaccurate sales forecast: CRM data helps us make a forecast of sales over a time period. If there are duplicate customer records, then forecasts made will be inaccurate. This means that whatever plans you are making based on customers’ records in your CRM are bound to fail.
  3. Decreased reputation amongst customers: When you are making less informed decisions and sending multiple sales representatives after a single customer, the customer will not take your brand seriously. 80% of customers take advice from social media before buying a product. This means that if your brand has a poor reputation, the chances of making sales are low.
  4. Loss of customers due to poor customer service: Without quality CRM data, your customer service will be poor. Many customers rate an organization by the quality of their customer service. In fact, 75% of customers say they spent more money on a brand because of positive customer service experience.
  5. Unmotivated sales reps: When your sales reps are constantly getting bashed by customers, or when they are constantly having mix-ups with customers’ data, they are bound to become disgruntled. Productivity will reduce and they will be unmotivated. Having unhappy sales reps will definitely translate to a plunge in your sales figures.



CRM tools can help make or mar your sales. It has been revealed that CRM tools can help grow sales by up to 29%. It does not stop there, as sales productivity can be increased by up to 34% via the use of CRM tools. There is also an extra – CRM tools can also improve the accuracy of sales forecast by 42%. The numbers are in favour of CRM tools. However, duplicate data can quickly turn these numbers against you. More than enough insight has been provided about how duplicate data can hurt your sales. It is imperative you maintain clean data in order to get the most out of your CRM system.

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.