THE CLIENT

German-based automobile parts manufacturer that caters to luxury sports cars, SUVs, and sedans.

Since 1960, this innovative company has been pushing the boundaries of automobile engineering, designing, and manufacturing top-of-the-line auto parts that have set the industry standard. With a passion for excellence and a commitment to quality, our client's cutting-edge creations are unmatched in the market.

PROJECT BACKGROUND & CHALLENGES

Poor CRM data hygiene: Impacting sales and customer support

Our client used a customer relationship management (CRM) system to manage customer interactions, get better customer insights, and effectively market products for better sales. However, the client faced constant challenges maintaining CRM data hygiene and managing large-volume data.

Challenges that needed immediate attention:

CRM data entry from multiple sources, including websites, applications, and social media, leading to siloed data with duplicate entries. This resulted in data clutter and confusion, making it challenging to gain insights into customer behavior and preferences.
The old data stored in the CRM was turning obsolete, requiring verification and correct entry to ensure it remained relevant and accurate.
The dispersed customer records were to be merged into a Single Customer View (SCV) for better data management
Over 38% of the CRM customer records had missing information, such as phone numbers, emails, and full names, which had to be appended and accurately entered into the CRM. This information was critical to the success of the system, as it helped improve customer interactions and build lasting relationships.
With data coming from different sources, the information stored in the system was unstructured and incoherent.

"Having noticed a decrease in sales and constant customer support issues, we realized that we were not effectively using our CRM data. Realizing the critical nature of these issues, we decided to seek and leverage professional expertise to work on our CRM data hygiene and provide us with well-managed data."

-Client

OUR SOLUTION

Performing end-to-end CRM data cleansing & data quality management for client

Analyzing the client challenges, we allocated a team of six dedicated data cleansing service experts to take over the project and deliver the desired outcomes. Here’s how our team helped the client get access to accurate, up-to-date, and error-free CRM data.

Getting rid of redundant entries with data de-duplication

One of the key challenges our team tackled was the presence of redundant entries in the CRM database. Due to the multiple sources of data, it was inevitable that duplicate entries existed. To address this issue, we employed data de-duplication techniques to identify and remove these duplicate entries, resulting in a clean, streamlined, and optimized CRM database.

Filling the missing gaps in the database with data appending & enrichment

Our team matched, merged, and unified customer records. Through manual and automated means, we were able to identify gaps in the database and leverage data enrichment and appending techniques to supplement the missing data points, primarily including email addresses, phone numbers, postal addresses, demographic information, full name, among other data points.

Ensuring data accuracy with data validation & verification

As customers often tend to change their phone numbers and email addresses, having access to the right contact details was critical to ensuring seamless communication and marketing efforts. As a result, we performed data validation & verification to identify incorrect contact details and replace them with relevant and correct information.

Bringing the data in a uniform format with data standardization

At the onset of our project, we were dealing with unstructured data. Since the information aggregated from diverse sources resulted in inconsistent database, our data experts used data standardization & normalization techniques to ensure uniformity while also making it easier for the client to search, sort, and analyze data.

Project Outcomes

The client's CRM data hygiene and management were significantly improved through end-to-end data quality management, resulting in nearly 97% accuracy.

As a result of these improvements, the client reported a 25% increase in sales and a 40% decrease in customer support issues, leading to increased customer satisfaction and loyalty.

Our team successfully cleansed over 180,000 entries, leading to improved marketing and communication efforts.

CRM data quality management for an automobile parts manufacturer