Welcome to the final instalment in our customer data management best practice mini-series. Last time we explored why it’s essential that data maintenance becomes a collective responsibility (don’t worry if you haven’t had a chance to read it yet, you can give it a scan now and then come back to this one afterwards). In this blog, we will reveal how keeping your ‘dirty’ data separate can save you a lot of headaches.

So, you’ve done all the work to make sure that the data going into your CRM is cleansed and ready to be used. You’ve put steps in place to ensure that everyone in your business is pulling their weight when it comes to maintaining the data on a day to day basis. Your compliance with data privacy regulations is in the bag. However, what do you do in the future when big chunks of new data come along and threaten all of that hard work?

For example, how are you going to manage any new web form submissions from your website, or leads generated from an event or exhibition you’ve attended? Maybe you’re planning on purchasing a new data set of leads for your sales team to work through?

It would be a crying shame for all of your hard work to be undone by any of this, but what are you supposed to do? The very nature of data is that it is always growing and evolving. 

Gold-Vision’s lead management module has been intentionally designed to create the ideal environment to work on this incomplete data outside of your CRM records. And although separate, the lead management tool is integrated with the CRM so even at this raw stage, the system will be able to tell you if the lead is a duplicate of something that already exists.

The tool also provides your sales and marketing teams with all they need to work on the leads. From emailing or calling the contact, to reassigning the lead to someone else in the business and then either promoting the lead into the CRM or discarding it. Once promoted, you can still see the full lead history in your CRM, maintaining a complete picture of your opportunity or customer.

That’s the last instalment in our customer data management best practice blog series, but you can find out more tips and tricks in our eBook, Manage your customer data like a pro. Download it now.

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