Fortunately one of the most common reasons cited for the highfailure rate of CRM systems - poor data quality - is also one ofthe easiest to avoid. Your CRM software is only as good as theinformation it contains. As the old programmers motto goes'garbage in, garbage out'.

So how can you avoid incomplete, incorrect, irrelevant orout-of-date and generally unfit-for-use data from permeating yourCRM software?

You need to gather your key CRM users together and thrash out aDATA CAPTURE PROCEDURE document, defining the rules of use.

Spell out:

? Who has what rights to the system; who can Create, Insert,Modify or Delete records, assuming your software supports allthese functions? Forward this information to your systemadministrator to action.

? Decide on a procedure to check for any duplicates beforecreating a record. Depending on what 'de-duping' or 'datascrubbing' features your system has, this might require somesimple searches before starting a new record.

? Do you allow abbreviations or acronyms? For example: IBM, orI.B.M, or International Business Machines Inc. or Incorporatedand so on. A policy on ensuring consistency of input will help toavoid duplications in future.

? Are records going to be created in Upper and Lower case andwhen are CAPS acceptable?

? By when do you expect records, notes and so on to be created orupdated? Same day, on return to the office?

? Check to see whether your Postal Services have specificrequirements. Ensure your data meets these criteria.

? Is the primary address of clients to be created as a postal ora physical address?

? Make sure everyone checks spellings if they are unsure and donot trust spellchecker! When in doubt, ask the client - they'llrespect that. Is it Clark with an 'e'; Shawn, Sean or Shaun? Onecertain way to get your mail binned is to spell someone's nameincorrectly.

? Also confirm the kind of corporation e.g. LLC, Inc, PTY Ltd.and so on.

? Make rules for creating new profiles or User Definable Fields(UDF) (or whatever your specific CRM software calls them.) Placea lot of emphasis on this. Every time a new UDF is needed, itshould first be approved. Otherwise duplicates will permeate yourdatabase e.g. Lead Source: Yellow Pages, YP, yelo pages.

? Ensure that email addresses are put in correctly. Basic butcommon mistake!

? Set up procedures, if not supported by your software, of how tocreate records from inbound emails.

? If applicable, are you going to use Mandatory/Forced fields?

You might as well address the issue of Backups while you areabout it.

? Who is the responsible person for backing up your databases/s?Who covers for them when they are absent or unavailable?

? How frequently are backups to be done? Diarise!

? How are backups done e.g. by the Grandfather, Father, Sonmethod.

? Ensure backups are made on good quality CD's or whatever formatyou are using. It's no good doing a backup, then finding onattempting a Restore that it doesn't work! It is also a good ideato copy backups onto more than one data format.

? Where are the backups to be stored?

? Are the backups secure? This is important for both security andpractical reasons.

Once your Data Capture Procedure Document is finished, geteveryone to sign it off as READ! As standard practice, ensurethat document is handed to all new employees at your company.Refer back to this document for possible revision every threemonths or so.

Try this: select a couple of records - both good and bad - everyweek, to put on the overhead at staff meetings. Make sure youdon't unduly embarrass anybody but watch this become thelight-relief highlight of your meetings! People learn best whenhaving fun!

What if your database is in one unholy mess?

Has the rot set in so deeply that your database needs a completeoverhaul? Turn this seemingly insurmountable task into anopportunity to you. This is an excellent excuse to re-establishcontact with your clients and let them know you care. You canalways put lapses down to data crashes but tell them you havefixed the problem!

Importantly, help your staff understand what you need from thedata to facilitate more accurate marketing and reporting andhence the success of your business and their careers.

By creating a sense of pride and ownership in the companydatabase, you are nurturing the essential process of buy-in,necessary for the success of your CRM initiative. Don'tcompromise this critical tool by allowing your CRM software to beinfected by inferior data.

About the Author: Perry Norgarb has specialized in Small BusinessCRM solutions for the last 15 years.

Contact him or find out more about CRM, Contact Management andother Sales Tracking software tips and solutions for smallbusinesses at: http://www.smallbizcrm.com

You are free to re-publish this article as long as this bio boxand copyright remain intact. © 9 March, 2004.