Introhive prides itself on helping customers get their contacts up to snuff through our automation and machine learning solutions designed to streamline workflows for sales teams and uncover revenue opportunities. Read on to hear from Product Manager, Jennifer Landry, as she details how AI can help you reach the “Aha! Moment” in cleaning up your CRM database.
I recently had a great chat with one of our newest users. She stated contact data quality was their biggest priority this year. She shared their breaking point story. It was after she and her team were up very late searching for a CEO’s contact information. This CEO was well known in her organization, many colleagues had relationships with this individual yet their information was nowhere to be found – this contact was not in their CRM and their email was not available through social media. She was dumbfounded that they could not get their hands on this CEO email, especially when she knew so many colleagues had a relationship with this individual. This was her Aha! Moment, and it became her mission to get their contacts up to speed in 2021.
Hearing this story and knowing that we can help, was music to my ears. I hear similar stories so often, I’m stating that contact data reliability is trending in 2021! It completely makes sense, right?
Increasing the reliability of your contact data is critical to the adoption and success of your CRM, and the effectiveness of your marketing campaigns. How often do we hear that a system is only as good as the data we put into it? It is surprising how many organizations do not have digital data quality processes in place to continuously improve and maintain data quality. Instead, they depend on users or administration staff to enter and keep contacts up to date. For those of you that have reached your breaking point – think digital transformation and data quality process. Google them, they are the buzz words you need to know.
In 2020, there has been a massive movement for organizations to put the pedal to the medal on digital transformation. In fact, according to the State of Sales report, 77% of sales leaders say their digital transformation has accelerated since 2019
Digital transformation is the process of using digital technologies to create new — or modify existing — business processes, culture, and customer experiences to meet changing business and market requirements. This reimagining of business in the digital age is digital transformation.
Switching to new technologies to support your data quality process will require your teams to shift their thinking. It is a change in the way data stewards and CRM administration professionals managed data quality in the past to adopt new AI-driven and automated data quality process. It is a very different experience when contact suggestions are simply made available without the need to dig into various data sources to uncover needed contact updates.
So, what does AI have to do with my contact data?
Professionals do not want to be held responsible for the quality of contact data, and AI can help capture new contacts, changes in contacts records (ex: new titles, emails, company). Automation to maintain thousands upon thousands of contacts is necessary, and doing this job manually in today’s environment just doesn’t make sense; easy – better – faster is the name of the game.
I want to share with you the 4 steps in your data quality process where AI and automation can get your contacts up to speed.
Updating outdated contacts
Contact information is found on social media profiles, search engine results, email signatures, in the email address itself. The first step in applying intelligence is through automated data capture from various sources and using AI to recommend through Introhive Insights to take the guesswork out of figuring out which pieces of contact information are the best.
New contact sync
Your contacts may not be in your CRM, but we know your colleagues are connecting with them. Relationships with contacts are picked up passively through emails, meetings and VOIP calls. The moment an interaction happens AI and automation will create a contact record and cross-check if the contact is new. New contacts that are not synced to your CRM can be automatically populated or reviewed by data stewards to sync new contact suggestions to your CRM.
Multiple contact IDs for the same person in your CRM substantially increases the quantity of contacts. Oftentimes the same person has differing contact records details, with some more complete and up to date than others. AI will search for potential dupes and present these contacts so the record information can be consolidated to create a single up to date contact that can be used across multiple accounts and opportunities in your CRM.
Archiving stale contacts
When users are no longer interacting with contacts by emails, meetings or Voip calls, based on last interaction dates these stale contacts are presented to a data steward to Archive in their CRM. Archiving is not deleting, it is setting stale contacts aside in your CRM in the Archive folder or Account.
Ready to have your Aha! Moment? Get in touch today for a friendly, no-pressure demo.