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Trends Causing CRM Duplicates in 2018

on February 26, 2018

Pipedrive import deduplication

Introduction

For companies that work with large volumes of data, it becomes increasingly difficult to keep their CRM system free of duplicates. Also, data is being synchronized amongst more hardware devices, the chances of generating duplicates are increasing. To ensure that your data is clean, it is necessary to have a duplicate combating strategy in place that detect CRM duplicates. These strategies are put in place to prevent sales and marketing professionals from entering the same records multiple times. If you do not have a strategy in place to prevent data duplication, your CRM system is almost certain to be plagued with CRM duplicates. In this article we look at trends in 2018 that can cause CRM duplicates in 2018, giving you a heads-up on what to look out for.

Why you should care about CRM duplicate trends

CRM duplicates are gradually becoming the most common form of data corruption in recent times and to make matters worse, duplicates do not have one error pattern making the database increasingly difficult to clean up. Also, duplicates leave the database in disorder making the company look incompetent. Increase in CRM duplicate trends makes customer records increasingly difficult to track and concurrently reporting becomes a herculean task.

Three CRM Duplicate Trends 2018

  1. Social CRM: The advent of social media (Facebook, Twitter, Instagram etc.) has caused CRM providers to upgrade their technology to allow users to obtain customer records and data via these platforms. Businesses try to integrate Social CRM data with other customer data obtained off social media. This makes it likely to import incomplete records or multiple records into the system. Come 2018, social media is expected to even grow further in popularity, hence it is important to device a way of avoiding Social CRM duplicates.
  2. Mobile CRM: The rise of mobile phones allows for convenience and ease of operating CRM software. Mobile CRM applications are constantly being used by sales and marketing professionals to collect customer data on the go. Often times, the use of mobile phones makes the operation of CRM tools less efficient, leading to duplicates and other discrepancies. In spite of this, mobile cannot be discarded, so it is important to be able to mitigate the duplicates risks associated with the use of CRM tools on mobile.
  3. Chatbots & IA (Intelligent Automation) CRM: IA CRM is an increasing CRM trend in 2018. A chatbot is an interactive computer agent deployed mostly on social media that is used to communicate with customers on the platform. These bots are used to relate with customers while also obtaining and storing their records. Although, the level of programing that goes into developing the bots allow them to leverage multiple data, administrative error and software bugs can generate several duplicate records

Conclusion

It is of utmost importance for companies to keep and protect customer relationships. The CRM is one of the tools developed to help companies keep tab of customers’ needs. In 2018, CRM tools are even bound to be more important. Hence, it is necessary to study these trends so as to stay ahead of the pack and eliminate duplicates in 2018.

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.