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Bad Data Gives Your Company a Bad Reputation


Salesforce Related
We’ve all heard the old classic ‘respect yourself before you wreck yourself’ although this time it applies to data. published an article earlier this year that stated ‘A database with no data has no value. The data we enter into it makes it valuable—even vital—to the whole business, as it transforms the database from an empty shell to an asset.’ Some months later SalesLoft conducted a study on CRM usage and found on average CRM adoption was at less than 50% across users during the past 2 years which can have damaging effects on a company’s reputation. Salesforce Administrators help with implementation and increase adoption levels however, keeping data clean is harder to do when it decays far faster than users anticipate. Here are some common bad data issues that could be easily solved:

Missing Contact Numbers

You have a great opportunity waiting. The prospect’s name is sat pretty in Salesforce. You can even Google map their address and ogle their headquarters. One fundamental piece of information is missing – the contact number. Now your team has to waste valuable time scouring the internet for a lost contact number, calling the wrong people and asking for the right people and generally making your company look as though you haven’t put the time or effort into potential customers. Big mistake. Solve the mystery of these missing numbers by using or for lead data use ZoomInfo. Ebsta Enterprise is the ultimate solution to this problem as it pulls information from email signatures, emails and websites. Say no to missing contact information now!

Calling at the Right Time

Good news! The contact number is where it should be in Salesforce. It’s ready and waiting to be dialled but your team doesn’t know which time zone their prospects are in. They have no address or it simply says ‘United States’ as opposed to ‘New York’. It’s not easy to tell with a phone number or a URL where they’re based so instead of clock-watching, they dive headfirst into the call ready to meet and greet another happy prospect. It’s 4am in India and the call has just woken them up. This will not win you any brownie points. At Ebsta, our customers come from all across the globe so we use the Go Local app to find out exactly what their time zone is before contacting. Check out Go Local or similar apps that can help you determine which time zone your contacts are in.

Repeatedly Emailing the Same Person

This happens in a variety of different ways. For example, imagine your prospects fill out forms online and two people get back to them. Confusing your prospects is not an A star impression. Sales reps that don’t log their activities in Salesforce are running the risk of selling to the same prospect as their colleagues. This is high up on the checklist of unprofessional behaviour. According to a study by Hubspot on sales stats, 88% of missed opportunities were caused because sales couldn’t find or leverage internal resources. Ensure this doesn’t happen by having your emails in Salesforce so colleagues get instant visibility into who has been contacted and who hasn’t. Checking Salesforce before contact should be installed within your team.

Selling to Someone that is Already a Customer 

Your customers are the most important people to your business. Fact. So one of the biggest errors to be made is attempting to sell to someone who is already a customer. They’ve signed, sealed and delivered their money and now they’re being asked for more. Pride yourself on using good data for your customer service – this will set you aside from your competitors. You can prevent this from happening by asking your Salesforce Admin to change your workflow rules so that when you have communicated with a prospect, you simply tick a box and those workflow rules will sweep into action. For example, one could be when you close an opportunity as won, Salesforce automatically changes it to ‘Customer’. Our 2015 Salesforce Usage Report showed that Workflow rules were one of the major challenges of Salesforce users so ensure they provide users with the ultimate consistency. A New Voice Media study shows that 59% of 25-34 year olds share poor customer experiences online and after a negative experience, 58% will not the company again. Don’t let your customer experiences and reputation suffer with bad data. Customer retention is your main goal so be sure not to throw caution to the wind and allow your data to stagnate.

Katrina Holmes

Hey, I'm the Content Manager at Ebsta responsible for creating and maintaining our web content, blogs and our hip 'n' happening social media presence.

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