How Your Duplicated CRM Hurts Credibility With Your Customers

on January 16, 2018


Duplicated CRM data is a major talking point when it comes to CRM systems in general. CRM data duplicates is a form of unclean data in CRM tools. A CRM duplicate occurs when an exact customer’s data appears more than once in a CRM system. Many people do not think much of these duplicates, which should not be so. These replicates are insidious and can be caused by human errors as well as process errors. There are many effects of CRM replicates. One major one is that CRM duplicates hurt your reputation and credibility with customers. This single effect is enough to prompt organizations to pay close attention to CRM duplicates. However, it has been noticed that businesses do not know how these duplicates affects their credibility. We will do justice to that here, carefully explaining how CRM duplicates hurt your credibility with your customers.


How CRM duplicates hurt an organization’s credibility with its customers

  • Poor Customer service: Customers service is a very key factor in the perception of the credibility of a company. About 75% of customers say they spent more money with a company because of a good customer service experience. Once you have CRM duplicates, there will be clashes in customer’s information and activities. This will make it difficult for your customer service representatives to effectively deliver quality service to your customers.
  • Seemingly Over-aggressive marketing: One very common effects of CRM duplicates is the assignment of multiple sales representatives to a single customer. Also, the same messages and promotional emails could be sent multiple times to the same customer because of duplicate records. This will create an illusion of aggressive marketing on the part of the organization. Many customers hate this, and it will definitely affect the credibility of the organization.
  • Poor customer review: Once customers receive poor customer’s service or aggressive marketing, they are likely to rant on social media or leave poor reviews. This could prove detrimental to your brands credibility, as 92% of customers read online reviews before making purchases from a business. Also, 80% of customers say they changed their minds about making a purchase because of bad reviews from people.
  • Making Less informed decisions: One popular application of CRM data is in the making of forecasts and predictions about your customers. If your CRM data is duplicated, you will be making less informed decisions about your customer. This could lead to the sending of personalized adverts to the wrong customer. Once you start making less informed decisions, your customers will not take you seriously.



A company’s reputation and credibility should be protected at all cost. If a customer thinks ill of a company, they are bound to make their thoughts known to their friends. This will cause a chain effect of loss of the organization’s reputation. Research has proven that about 25% of a business’ market value comes from its reputation. Paying attention to duplicate CRM data will ensure your reputation and credibility stays intact in the eyes of your customers.

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.