CRM Data Quality Management for an Automotive Parts Manufacturer

Since 1960, this forward-thinking company has been at the forefront of automobile engineering, designing and manufacturing premium auto parts that set industry standards. With a dedication to excellence and an unwavering commitment to quality, our client’s innovative products remain unparalleled in the market.

Our client utilized a customer relationship management (CRM) system to manage customer interactions, gain valuable insights, and effectively market products to boost sales. However, they faced ongoing challenges with maintaining CRM data hygiene and managing large volumes of data.

Key challenges that needed immediate attention:

• CRM data entry from various sources, including websites, applications, and social media, leading to siloed data and duplicate entries. This caused data clutter and confusion, hindering the ability to gain meaningful insights into customer behavior and preferences.
• Outdated data in the CRM, requiring verification and correction to ensure accuracy and relevance.
• Dispersed customer records needed to be consolidated into a Single Customer View (SCV) for better data management.
• Over 38% of CRM customer records had missing information, such as phone numbers, emails, and full names, which had to be appended and entered accurately. This information was essential for improving customer interactions and building stronger relationships.
• With data coming from multiple sources, the information in the system was often unstructured and inconsistent.

“Recognizing a decline in sales and recurring customer support challenges, we identified inefficiencies in the utilization of our CRM data as a key issue. Acknowledging the critical nature of this problem, we opted to engage professional expertise to enhance our CRM data hygiene and provide us with a streamlined, well-managed database.”

-Client