Have you ever found yourself making a follow-up call with a key client, only to be told that another member of your team has already been in touch with them?

Embarrassed and confused you head back to your CRM system.

“There is definitely NO record of a call attached to that client!”

And you’re right, there isn’t. There is, however, a duplicate account for that client that has been assigned to that other team member!

This happens all too often. Clients and contacts change emails, phone numbers, even companies which are then incorrectly entered into the CRM system. Inaccurate or incomplete data can so easily accumulate and  hamper sales and marketing efforts, yet always gets over looked and rarely sorted.

We already know the importance of adding clean data into your CRM, but how are you then going to maintain the data you have? We’ve narrowed down 5 quick tips that you can follow to ensure your CRM data remains relevant and accurate.


Tip #1 – Maintain Complete Data

The Problem:

Users can leave an account without completely filling in all the necessary information.

The Solution:

Zoho allows you to set any field as mandatory. So, why not try setting all the important fields such as Name, Email, Phone and Company as mandatory. That way not account can be created without this vital information.


Tip #2 – Avoid Entering Duplicate Leads and Contacts

The Problem:

Multiple entries of the same individual are getting into your CRM system, creating duplicates of the same person/company.

The Solution:

Each individual has a unique email address. In your list, perform a search that finds more than one of the same email address. If this happens, you have a duplicate record that you can now reconcile before it goes into your CRM.

Zoho also gives you the option to check, while adding contacts/leads into your CRM, whether the email address already exists in the system.  Who doesn’t love a time saver like that!


Tip #3 – Merge Existing Duplicate Records

The Problem:

Vital information is scattered across duplicate records within the CRM system.  They both have the same Name, Email and Company, but information from that point is split between the 2 records.

The Solution:

Zoho CRM allows you to find duplicate records and merge the two together. This way no information is lost, just joined together so all the information is under one record.


Tip #4 – Maintain a Style Sheet

The Problem:

It’s hard to create effective reports and filter records when there is a lack of consistency in the data. For example, a countries name can be used in different formats: USA, US, United States of America. All mean the same thing, but the system will pick them up and treat them as different meanings.

The Solution:

For this there are 2 solutions:

  • Follow a Style Sheet with a list of abbreviations and standardised data entry formats or address, company name ect that all users must follow.
  • Use pre-defined drop down fields to avoid human error and ensure exact criteria when filtering records.


Tip #5 – Use Roles For Security

The Problem:

Data comes in from several sources and multiple users can access and change the information. Making sure everyone is producing the correct information is almost impossible.

The Solution:

Set up User Roles to restrict what people can see/do within the CRM system. This way, users can only change records that are relevant to them and their role within the business.


For more tips and advice on how best to use and optimise your CRM system, go ahead and subscribe to our newsletter for weekly articles and updates.

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