CRM data management
A contact database worth running a campaign on
Most CRM systems fail for the same reason: nobody owns the data. Duplicates build up, numbers go out of date, and eventually the sales team keeps its real list in a private spreadsheet.
Profile
- Duplicates, gaps, format issues
Clean
- Merged, standardised, verified
Maintain
- Kept clean with entry rules
What CRM data management covers
A clean-up first, then the maintenance that stops it happening again.
- De-duplication and record merging
- Standardising names, addresses, phone formats and titles
- Correcting and completing missing fields
- Verifying contact details, by phone where you want it
- Adding new records from forms, cards and lists
- Ongoing maintenance so the database stays clean
Who needs it
- Businesses with three records for the same customer
- Teams whose campaigns bounce half the time
- Companies where sales keeps its own private list
- Anyone who has just bought a CRM and needs data in it
- Businesses merging lists after an acquisition or a system change
What Starliks handles
What the work involves.
- Profiling the database to see how bad it actually is
- Agreeing matching rules for what counts as a duplicate
- Merging duplicates without losing history
- Standardising every field to one format
- Filling gaps from other sources you provide
- Verifying numbers and emails, by call where agreed
- Marking dead records rather than deleting them
- Segmenting and tagging to your structure
- Loading new records from forms and business cards
- Applying the same rules to everything entered from now on
- Reporting on record counts, duplicates removed and fields completed
- Recommending the entry rules that keep it clean
What you provide
- An export of the database, or system access
- Your matching preferences for duplicates
- The field structure you want to standardise to
- Any other lists to merge in
- Who decides when two records conflict
What you get out of it
- Campaigns that actually reach people
- One record per customer, with the history intact
- Segmentation that can be trusted
- Sales working from the system instead of around it
- A change log showing exactly what was altered
- Rules that keep it clean afterwards
Frequently asked questions
Will we lose data during de-duplication?
No. A backup is taken before anything is changed, records are merged rather than deleted, and a change log records every action.
Can you verify phone numbers by calling?
Yes. Verification calling is handled by the call centre team and quoted alongside the cleansing work.
Which CRM systems do you work with?
Most common small and mid-market systems, plus spreadsheets that are functioning as a CRM. Tell us what you use.
How long does a clean-up take?
It depends on record count and how bad the duplication is. We profile the data first and give you a fixed scope rather than an open-ended project.
Can you keep it clean afterwards?
Yes, and that is the part worth buying. A one-off clean-up decays within a year unless somebody owns entry standards.
Get a CRM data quote
Tell us how many records you have and what system they sit in.
When did you last trust your customer list?
Ask for a data profile before committing to a clean-up.