Request for help and insight from the community on data management best practices, particularly customer data for marketing purposes. Lots of conversation at our company right now around capturing and maintaining quality customer data and contacts to help drive the customer experience. We struggle with how to keep up and ensure what we have is current, not to mention how to promote quality input and automation versus relying solely on manual entry/updates from users.
Curious how some of the best in class organizations are managing their customer data? What tools and/or data models have you found to be helpful? And who's ultimately responsible for collecting and designing protocols for maintaining? Look forward to any/all feedback. Thanks, in advance!
@Salesforce Best Practices @Sales Operations @Data Quality @Data Governance
For contact, Salesforce is our master for contact.I do not know really automated way to add contact.
What we have done is to first control duplicates. Salesforce provide a functionality to check unicity of string. It is strict and not fuzzy so that it is relatively limited.
After that the idea is to create dashboard to check contact there are never updated, etc.
theoretically there is 2 kinds of check:
- format check ( e.g. is there an '@' in email, do you have weird character in names, etc.)
- content check (e.g. is the address valid)
I ask Salesforce, and you can add some formatting checks but no content check, but third parties can provide mail address check, etc.
For customers (we are in a B2B business) , Salesforce is not master. We clean the data before sending them to Salesforce
