CRM databases often get outdated, overstuffed, and inaccurately organized. Among the key reasons we identified are lack of rules for entering and mapping fields, no history on actions taken, unclear or no updating process, unclear responsibilities and ignored pain points from Sales side. These issues on the one hand a directly impacting the bounce, duplicate and unsubscribe rates and indirectly to an inaccuracy and unknown value of leads. The result: significantly reduced impact during sales campaigns and in time customer and prospect loss and accumulation of additional costs.
The marketing and technology aspects of CRM are expected to grow in coming years. Companies are looking to harness the power of customer relationships and pursue strategies that are most in line with the type of customers they have and the type they want to gain. By keeping CRM data clean and organized first, organizations can plan for including further improvements diving into cloud, AI, machine learning capabilities without any set backs and insecurity.
Connection to our projects
A corporate client worked with Frenus for cleansing, unification, structuring, validation and update of their global CRM data to unlock and improve its potential. The goal of the project was to go one step forward in strengthening its business relationships by adding proper value to the organizations leads and prospects improving the target focus and success of its campaigns