With all the daily processes that go into managing your CRM, it can be quite easy to let a lot of the less frequent tasks fall by the way-side. This often occurs because the impact of missing out these tasks aren’t immediately apparent; however, repeated negligence can cause your business serious harm in the long run.
Below are 5 crucial tasks that CRM Managers should be implementing into their strategy. Whether they’re processes to be carried out regularly or one-offs that will prove advantageous for you in the near future.
1. Data cleansing & enrichment
Managing a CRM is no easy job, with regular streams of new data being injected into your database it can be quite easy to get swept up in the motions of prioritising this new data.
However, all data should be treated with the same reverence. Old and new data all holds equal value, but only if sufficiently looked after. Regular cleansing and enrichment of your customer data is an absolute must to help retain that oh so precious value it contributes.
By carrying out data suppression through ‘address gone-aways’ and ‘deceased’ tags and the removal of duplicate/ corrupt records not only keeps data up-to-date and relevant but:
- Delivers stronger ROI’s
- Saves on resources
- Ensures compliance & ISO standards (GDPR)
2. Improving systems and integrations
We get it, if it ain’t broke don’t fix it right? It can be easy to get complacent with CRM protocols that you may have put in place a long time ago, however, to compete in today’s world of customer satisfaction modernising your processes is something that should be right at the top of your list of priorities.
Integrating new technologies and systems that can help automate any process of your database maintenance frees up so much more time for your operators to be focussing their efforts elsewhere, where the human element works in favour.
With data management the less amount of human interaction you have in your processes the better, especially for the more mundane, repetitive tasks where the likelihood for human error is at its highest.
Defining your needs will determine where best this integration would suit you and the sooner you implement these systems into your daily process the sooner you will start to see at what a disadvantage you were putting yourself at without these in place.
3. Identifying legacy databases
Identifying databases that you no longer use is harder than it sounds. It involves going through your databases with a fine-toothed comb and closely monitoring them to see which ones are redundant and if taking them offline would cause any disruptions.
Once you have removed the database from your processes it can be safely terminated. The mere labour involved and pressure of getting this job done right is why this task is often relegated, but by keeping these databases operational you still have to carry out maintenance and backups, using unnecessary system resources and capacity.
4. Security Reviews
The reason companies can often let the reviewing and deleting of previous user credentials slide is similar to the reason legacy reviews seem daunting. It’s the possible dependencies that the account may have attached to it.
We cannot stress this enough; in today’s data centralised landscape you cannot leave anything in place that puts your customer’s data at risk. Higher permissions can often be granted to an account if it’s requested for a specific short-term task and it was forgotten about or if the person assigning permissions isn’t sure about the level of restrictions in which case, they often overcompensate.
The level of permissions for any account active or not should be reviewed and granted the appropriate level associated with their job title. By carrying these reviews out regularly you can then ensure when an inactive account needs to be deleted it only has the level of access that it should dependant on who it was that it was assigned to.
5. Prepping for upgrades
Every database you are currently managing will eventually reach its expiration date. For this reason, CRM Managers need to plan how and when to implement upgrades as we mentioned above in the ‘Improving systems and integrations’ point.
It’s the job of the CRM Manager to keep their databases as relevant as possible, for as long as possible. Now while this does include the day to day managing of data, the job also includes keeping an ear to the ground and understanding where the data management culture is moving to.
This will help you determine what systems to implement to future-proof your CRM.
If you’d like to read more on database management strategies then why not try our ‘why you should be outsourcing your database management.’ Or get in touch to see how we can help improve your database administration.
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