Real World Data Quality Issues – #2 in This Series
One of our clients, a well known software company, had a CRM system that contained more than 12 million customer records. They had purchased a popular, mid-tier deduping solution. The fact that the mid-tier solution was widely adopted by other companies gave the client confidence that they were making a good choice.
Post implementation, they experienced some undesirable outcomes.
Low Yield, Big Problems
With 2,000 support reps incentivized to close calls quickly, speed was everything. When customers called for support, reps used the “search before create” feature to locate existing records. They found that too often this search feature did not find matching records and was slow to respond. The support reps learned that creating new customer records was faster than searching for existing ones. The result was that the client ended up with an army of support reps creating duplicate records.
Compounding the problem was the fact that the product registration web page used the same matching logic. If the system couldn’t positively identify a returning customer during registration, it simply created a new customer record. Between the call center and the registration page, the company was generating duplicate records at scale.
And then they called us.
The Key to Minimizing Duplicate Records
When the client first engaged us, we found that roughly 25% of the customer records in their CRM system were duplicates (~3 million). For this volume for records, manual intervention was not practical. For any significant volume of records, it is essential that matching processes positively identify the largest number of duplicate records. Positive ID is required for the automated merging of duplicate records.
Precision positive identification also maximizes the accuracy of the search before create function. Only when search before create works very well do users then adopt and rely on it.
Better Matching Generates Higher ROI
Data Studio, Acme Data’s data quality solution, identifies more duplicate records with greater precision than competing products—and implements in minutes.
If the end users of your CRM, Analytics and AI systems rave about the quality of your data, you should stick with it. If not, you should put us to the test.
If you could use some help with data quality, contact us. We’re easy.
#DuplicateRecords
#Salesforce
#DataQuality
#DataCleaning
#GoldenRecord