Anyone looking to improve the way in which they utilise their CRM systems will know the issues that can arise when data is duplicated as a result of poor system management or software error. Usefully, though, a new piece on CIO.com has focused on the different ways in which this issue occurs and what to look out for:
Often, humans inputting data will simply not double check the existing records before adding in new potential leads, accounts or contacts. Whilst this is obviously something that should be discouraged at a basic level, (it is poor administration!), it remains a major reason for duplication.
On some occasions, data import tools may not be successful in identifying duplication before they carry out their tasks. Although some of the software does use a "potential duplicate" flag.
Often, integration with other outside sources such as website registration forms, partner portals and message brokers will mean that other applications could end up not querying the CRM data before it inserts additions to the existing records.
The other main existing cause is again an administrative one, with errors and software bugs typically causing the existing software to lead to thousands of duplications being created.
The article correctly highlights the fact that at around 2% duplication, there is very little to actually worry about, as long as you have effective tools in place that will seek out the duplication and correct it. However, if the figure goes beyond 5% then users will begin to complain and you will run the risk of losing existing customers.
With Microsoft Dynamics CRM you have the advantage of duplication rules and the ability to merge duplicated records if they exist, but the key factor is to make sure that end users are aware of search and find capability that is easy to use, products from MyCRM like eView http://downloads.mycrmgroup.com/eView.aspx can and will enhance customer search capability giving the end user a quick 360 degree view of a customer record and activity.
To find out more about how MyCRM can help you manage your customer interaction then please visit our web site at www.mycrmgroup.com