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CRM Data Hygiene - Is Your CRM Data Clean & Up-To-Date?
Customer Relationship Management (CRM) systems are everywhere – over 91% of companies with 10+ employees use one!
But, a CRM is only as good as the data it holds. Why so?
Because the CRM contains data related to your leads and customers, on which your sales and marketing teams are highly dependent.
If this data is incorrect or outdated, how are your teams going to engage with them and convert them? How will they be able to set realistic targets? Or measure the actual performance?
Most of their efforts will go in vain.
Hence, if you want your CRM to be a goldmine of customer insights and not a graveyard filled with outdated information, you must keep a check on your CRM data hygiene and take action to maintain it.
But, a CRM is only as good as the data it holds. Why so?
Because the CRM contains data related to your leads and customers, on which your sales and marketing teams are highly dependent.
If this data is incorrect or outdated, how are your teams going to engage with them and convert them? How will they be able to set realistic targets? Or measure the actual performance?
Most of their efforts will go in vain.
Hence, if you want your CRM to be a goldmine of customer insights and not a graveyard filled with outdated information, you must keep a check on your CRM data hygiene and take action to maintain it.
Table of Contents:
What is CRM Data Hygiene?
CRM system is the system on which your business relies– a place to keep track of leads, customers, and their details.
CRM data hygiene is all about keeping the CRM records clean and organized. It means making sure the data about your customers and potential customers is accurate and up-to-date.
Why is this important?
Clean CRM data helps your sales and marketing teams target the right people with the right message. It also helps you build stronger relationships with your customers by allowing you to personalize your interactions with them.
CRM data hygiene is all about keeping the CRM records clean and organized. It means making sure the data about your customers and potential customers is accurate and up-to-date.
Why is this important?
Clean CRM data helps your sales and marketing teams target the right people with the right message. It also helps you build stronger relationships with your customers by allowing you to personalize your interactions with them.
What Degrades Your CRM Data?
Nobody wants to store bad data, but with time even the best of data degrades. Here’s what might be degrading your CRM data:
- Accepting unverified data: The first and most important reason behind bad CRM data is not verifying the data while capturing it into CRM. There are lots of spammers and abusers who intentionally provide fake and disposable data to enter your system. Simple form validation while signing up a new user can save you a lot of time and keep your database healthy.
- People moving on: People change jobs, get new phone numbers, or move to new addresses. If you don't update your CRM regularly, you might reach out to someone at their old company or send emails that bounce back because those accounts are no longer in use.
- Simple typos: Even the most careful person can make mistakes when entering data. A typo in a phone number or email address can render a contact record useless.
- Outdated information: Just like people, companies might also change their names, products, or even ownership. If your CRM information isn't updated, you might target the wrong decision-makers or miss out on new opportunities.
- Inactive contacts: Some people in your CRM might no longer be interested in your products or services. Keeping these inactive contacts clutters your system, makes it harder to find good leads, and reaching out to them only adds up to cost without giving any results.
- Duplicate entries: Sometimes the same person can end up with multiple entries in your CRM. This can happen if they fill out a form on your website twice or if you import data from multiple sources. Duplicate entries waste storage space and can be confusing for your sales and marketing teams.
Indications of Poor CRM Data Hygiene
Here are some warning signs that your CRM data hygiene needs attention:
- Wasted outreach: Your sales team is constantly bouncing emails or reaching out to the wrong numbers. This indicates outdated and bad data quality of your CRM.
- Sales forecasting struggles: Your sales are consistently off target. Inaccurate data on deals, pipelines, and customer buying power can lead to unrealistic predictions.
- Low customer engagement: Marketing campaigns have low open rates and click-through rates. Sending irrelevant promotions to uninterested contacts shows a disconnect between your CRM data and customer reality.
- Team frustration: Your sales and marketing teams dread using the CRM. Data inconsistency makes it difficult to find the information they need, leading to wasted time and frustration.
- Reporting headaches: Generating reports takes a long time and requires extensive data manipulation. Bad data from CRM makes it challenging to get clear and actionable insights.
Data Hygiene Best Practices To Maintain CRM Data Quality
1. Validation checks before data submission
Before data gets submitted into your CRM, implement validation checks to catch errors at the source. Here's how:
- Email Validation: Use built-in CRM features or third-party tools like Clearout to verify email addresses in real-time. This ensures that valid leads with correct data are entering your CRM, emails bounce less, and reach the right inboxes.
- Phone Number Check: Use a standardized format for phone numbers (e.g., +1 for US numbers) or phone validation tools to confirm the submitted phone number. This simplifies communication and avoids confusion.
- Picklist Options: Create picklist menus for frequently entered data like job titles or industries. This limits typos and ensures consistency.
- Data Range Checks: Set limits for numerical data (e.g., employee count between 1-20, zip code should be 5 digits, etc). This prevents nonsensical entries.
All of these validations while capturing data leave less room for errors and ensure a healthy CRM from the start.
2. Regular CRM data quality check & cleaning process
To maintain the CRM data quality you first need to know where things are lagging.
Regularly assess your CRM data and schedule time to correct any inaccuracies. CRM data cleaning should be a standard process for your company to maintain clean data.
During the review, take note of any frequently empty data input fields.
This could indicate that a field is unnecessary and should be removed to prevent the entry of incorrect data. If the field information is necessary it can be made mandatory or should be enriched later using 3rd party data enrichment tools.
Also, examine forms where contacts enter their data. Look out for unused fields, unclear field names, or prompts. If possible, eliminate unnecessary fields.
The more information you request, the less likely it is that a customer will complete the form.
Also, having more data entry fields increases the potential for inaccurate data to enter your CRM.
Regularly assess your CRM data and schedule time to correct any inaccuracies. CRM data cleaning should be a standard process for your company to maintain clean data.
During the review, take note of any frequently empty data input fields.
This could indicate that a field is unnecessary and should be removed to prevent the entry of incorrect data. If the field information is necessary it can be made mandatory or should be enriched later using 3rd party data enrichment tools.
Also, examine forms where contacts enter their data. Look out for unused fields, unclear field names, or prompts. If possible, eliminate unnecessary fields.
The more information you request, the less likely it is that a customer will complete the form.
Also, having more data entry fields increases the potential for inaccurate data to enter your CRM.
3. Automate data updation in CRM
You must keep your CRM data up-to-date to fight the data decay issue, and managing such a huge database manually would not be possible.
The easiest way to ensure the accuracy of your CRM data is by automating contact data updates. For this to work, your CRM needs to be integrated with other apps you use. For example, you can try to:
The easiest way to ensure the accuracy of your CRM data is by automating contact data updates. For this to work, your CRM needs to be integrated with other apps you use. For example, you can try to:
- Sync with External Sources: Connect your CRM to marketing automation platforms or social media accounts. This automatically updates contact information based on new interactions.
- Integrate with Data Enrichment Tools: These tools can automatically append valuable details to existing contacts, such as company size or social media profiles, enriching your customer data.
There are tools like Zapier, Flow Digital, Mixmax, and more that make it easy to connect with various external sources and automate the process of updating CRM data super easy.
4. Avoid duplicate CRM data entries
Duplicate entries can cause lead counts to be inflated and can distort campaign results.
This repetition might happen for different reasons, such as a lack of communication among team members, different team members interacting with the same client, errors during data import processes, etc.
To avoid this issue, train your team on effective data entry procedures to minimize the creation of duplicate records
Also, consider using tools and CRMs with built-in features to identify and merge duplicate records. These tools typically match criteria such as email addresses or phone numbers to streamline the deduplication process.
This repetition might happen for different reasons, such as a lack of communication among team members, different team members interacting with the same client, errors during data import processes, etc.
To avoid this issue, train your team on effective data entry procedures to minimize the creation of duplicate records
Also, consider using tools and CRMs with built-in features to identify and merge duplicate records. These tools typically match criteria such as email addresses or phone numbers to streamline the deduplication process.
5. Standard data management rules
Poor CRM data hygiene can stem from something as simple as some people putting a period after “Ms.” and others choosing not to—or some people abbreviating street names (like “Ave” and “St”) and others spelling them out.
Establish which data fields your team is responsible for entering data into in the CRM, then set rules for each data field.
Establish which data fields your team is responsible for entering data into in the CRM, then set rules for each data field.
- Data Dictionary: Create a document defining data formats, acceptable values, and best practices for entering information into your CRM. It acts as a central reference point for your team, ensuring everyone uses the same terminology and format when entering data.
- Permissions: Assign roles and permissions to control who can add, edit, and delete data within the CRM. This helps prevent unauthorized changes and ensures data integrity.
- Ownership: Assign data ownership for specific data sets within the CRM. This creates accountability for data accuracy and ensures that someone is responsible for keeping specific data fields up-to-date.
Documenting and following these protocols can prevent unwanted confusion and mishandling of CRM data.
6. Establish transparency and eliminate data silos
Many companies keep CRM data separate, especially as the company grows and different departments are established.
Each department sets its own CRM and data management standards, which make contact data off-limits to other departments. Having to search for or request access to data in separate CRM also slows down processes and reduces productivity.
This hinders the smooth flow of data, making it difficult for everyone to have a complete view.
All teams should use the same CRM system with consistent data management standards to avoid this. This ensures that everyone has access to the same information. If getting everyone to use the same CRM is not possible, integration tools can be used to bridge the gap.
Each department sets its own CRM and data management standards, which make contact data off-limits to other departments. Having to search for or request access to data in separate CRM also slows down processes and reduces productivity.
This hinders the smooth flow of data, making it difficult for everyone to have a complete view.
All teams should use the same CRM system with consistent data management standards to avoid this. This ensures that everyone has access to the same information. If getting everyone to use the same CRM is not possible, integration tools can be used to bridge the gap.
7. Adopting the right tools for maintaining CRM data
CRM data is one of the most crucial aspects of running a business. Any negligence in the data quality can cost a business a lot and lead to missed opportunities as well.
So, make sure you are investing in the right CRM data management & cleaning tools.
Especially when it comes to the CRM data cleansing tools make sure they are giving you the accurate and up-to-date information that you can use with confidence and not another headache of dealing with bad data.
So, make sure you are investing in the right CRM data management & cleaning tools.
Especially when it comes to the CRM data cleansing tools make sure they are giving you the accurate and up-to-date information that you can use with confidence and not another headache of dealing with bad data.
CRM Data Hygiene With Clearout
Most Customer Relationship Management (CRM) platforms already know how important clean data is. That’s why many of them come with built-in features to help you keep your customer information accurate.
These features cover the basics like removing duplicates, checking simple errors, standardizing formats, running quick reports, and connecting your data with other platforms.
That's why you need Clearout for data cleansing. Want to know more details? Check it here!
Clearout takes data cleansing a step further by offering both cleaning and enrichment functionalities. It runs multiple checks in real time and offers a data accuracy rate of over 99%. Here's what sets them apart according to their website:
These features cover the basics like removing duplicates, checking simple errors, standardizing formats, running quick reports, and connecting your data with other platforms.
That's why you need Clearout for data cleansing. Want to know more details? Check it here!
Clearout takes data cleansing a step further by offering both cleaning and enrichment functionalities. It runs multiple checks in real time and offers a data accuracy rate of over 99%. Here's what sets them apart according to their website:
- Data Cleaning: Clearout identifies and eliminates duplicates, bad email addresses, disposable emails, role-based accounts, catchalls, and more for a clean and organized CRM.
- Data Enrichment: The prospecting features help you find high-intent leads with their contact details and valuable insights directly through LinkedIn. It also helps you re-enrich your existing lead lists with updated information.
- API & Integrations: The powerful API and integrations offered make it super easy to connect Clearout with your CRM, sales tools, lead capture forms, signup pages, etc.
- Team Account: Work with teams and assign roles for better data handling and verification.
Read more about the best CRM data cleaning solutions!
Keep Your CRM Clean from Day One with Form Guard
Let’s be honest, most of the “dirty data” clogging up CRMs doesn’t sneak in later. It usually enters right at the first touchpoint: your lead capture forms.
Think about it… Someone types a fake email just to get your free ebook, a bot floods your form with junk sign-ups, or a prospect mistypes their phone number and never hears back from you. All of this lands straight in your CRM, and suddenly, your reports, campaigns, and sales efforts start going sideways.
That’s exactly why Clearout’s Form Guard exists: to stop bad data at the entry point before it ever pollutes your CRM.
Think about it… Someone types a fake email just to get your free ebook, a bot floods your form with junk sign-ups, or a prospect mistypes their phone number and never hears back from you. All of this lands straight in your CRM, and suddenly, your reports, campaigns, and sales efforts start going sideways.
That’s exactly why Clearout’s Form Guard exists: to stop bad data at the entry point before it ever pollutes your CRM.
What Makes Form Guard Different?
Rather than cleaning up the mess later, Form Guard works like a smart gatekeeper for your forms. The moment someone types their email or hits submit, it checks:
- Email validation in real time: No more disposable, invalid, fake, or typo-filled addresses slipping in.
- Phone number verification: Ensures numbers follow the correct format and are truly reachable.
- Name field check: Detects gibberish or spammy entries that waste sales reps’ time.
- Bot & spam protection: Blocks automated sign-ups that distort your campaign performance.
And the best part? Being a developer is not necessary. Form Guard operates in the background on WordPress, HubSpot, Zoho, Unbounce, and even custom forms when you simply add a small JavaScript snippet.
Why Does It Matter For Your CRM Hygiene?
Here’s what happens when Form Guard is in place:
✅ Your CRM gets only high-quality, real leads.
✅ Sales teams don’t waste time chasing fake or unreachable contacts.
✅ Email campaigns see fewer bounces and higher deliverability.
✅ Analytics and reports reflect true performance, not noise.
✅ You avoid compliance headaches from storing spammy.
✅ Sales teams don’t waste time chasing fake or unreachable contacts.
✅ Email campaigns see fewer bounces and higher deliverability.
✅ Analytics and reports reflect true performance, not noise.
✅ You avoid compliance headaches from storing spammy.
Your data hygiene strategy must include prevention if you are serious about maintaining a lean, accurate, and revenue-ready CRM.
Form Guard provides you with an easy-to-use yet effective method to guarantee that each record entering your system is legitimate, reliable, and conversion-ready.
Since it's always easier (and less expensive) to stop dirty data at the door than to spend hours cleaning it later, consider it the first line of protection for CRM data hygiene.
Form Guard provides you with an easy-to-use yet effective method to guarantee that each record entering your system is legitimate, reliable, and conversion-ready.
Since it's always easier (and less expensive) to stop dirty data at the door than to spend hours cleaning it later, consider it the first line of protection for CRM data hygiene.
The ROI of Good CRM Data Hygiene
Investing in CRM hygiene has a direct impact on your bottom line and goes beyond simply avoiding headaches:
- Improved Deliverability: In fact, campaigns get to inboxes.
- Increased Conversion Rates:: Representatives invest time in genuine, qualified prospects.
- Accurate Forecasting: Reports reflect reality, not inflated junk.
- Reduced Costs: No money is wasted on bogus leads or unsuccessful emails.
Final Thoughts
Following the right CRM data hygiene practices from the start is very important. Or it will lead to unreliable information, poor campaign performance, increased efforts, and wasted resources.
Clearout surely stands as one of the best tools that can help you safeguard your CRM data quality from the very start.
Whether it is about running validation checks, regularly cleaning your CRM, taking care of duplicates, or finding updated information, you can rely on Clearout’s results and run your campaigns with confidence.
Clearout surely stands as one of the best tools that can help you safeguard your CRM data quality from the very start.
Whether it is about running validation checks, regularly cleaning your CRM, taking care of duplicates, or finding updated information, you can rely on Clearout’s results and run your campaigns with confidence.
Get High Data Quality On Your CRM Today