Is Google paving the way for actual CRM/ERP Search?

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Since 1992 CRM has been a big help in structuring my sales. A consisting challenge I’ve had with various CRM systems, was to find the customer in the system. I might have heard the customer’s name wrong, spelled it wrong, did typos, or my search with *.* did not work.  Frustrating, since I knew the customer was in there.

Most CRM systems will only find the customer if you do exact and correct searches

It was even more frustrating when I worked in a big computer company, and my coworkers entered my customer with slightly different spelling, and stole my commission.

When you do not find the customer, you enter them again and the Data Quality mess starts:

–          Wrong reports and predictions

–          Frustrated workers

–          Frustrated customers

–          Higher cost, lower conversion rates and your image take a hit.

3 years ago I predicted that search would become an important part of the CRM. With an error-tolerant search, you could find your customer instantly. I was wrong then, but finally the trend is here.  This year I have already have had several inquiries about CRM search.

Google is transforming CRM Search

Google has transformed the way we use the web the last 10 years.  We now automatically go to the search box, to find the information we want.  Not only on the world wide web but also:

–          In online shops

–          Intranets

–          Onsite search on government sites

–          Facebook has moved its search in center, acknowledging this is the best place.

“Our employees are so frustrated that they cannot find the information in the CRM system” is the reason I hear when they contact me for better CRM search.

I think we will see this in the future of CRM search:

–          One central search box, that search across all fields

–          Will be error tolerant

–          Have suggest feature, to help you complete the search

–          Will be connected to external vendors to automatically import customers if it is not already in the CRM system.

You can see my CRM Search Checklist here, and a demo video I have made about the future features of the CRM Search.

Most poor data is created in the data entry phase. With a good search and registration system, this can be minimized. A

Do you agree with my view on the CRM Search future?

Error tolerance on Hollywood Walk of Fame

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Hmmm how is her name spelled?

Julia Louis-Dreyfus or Julia Luis Dreyfus ?

The correct answer is number one, but on her new star on Holywood wlak of fame or, was it Hollywood Walk of Fame they used the 2nd one.   First time the concept of  Error Tolerance was introduced on the walk

Typos and misspellings in the data entry phase is maybe the most important reason for poor data quality.  If I put Julia Louis-Dreyfus through a typo generator takes care of the most common typos like skipping letter, use double letters, reverse letters, skip spaces, misses keys or insert keys, you get 319 different variation of her name.   Some random examples: Julia Lois-Dreyfus,  Julia Louis-Dryefus, Julia Louis-Dryfus, Julija Loujis-Dreyfus and so on.

Do you Customer Search and Data Quality systems cover this?

Read more here in English and here in Norwegian

Put a Data Quality Backbone in your CRM system.

It has become widely accepted that Data Quality is the main reason for CRM failure:

“Without clean data, there is no CRM. Poor data quality can lead to serious business problems.” – is quoted from an Article called “Avoid the pitfalls of poor data quality” in cxoamerica.com

“If there is no standard of quality for data, a CRM system becomes useless” – is quoted fromblog called Poor Data Quality = CRM Failure based on this article in BTOBonline

“Dirty Data can jeopardize your CRM” – an article in itworld.com

“most executives are oblivious to the data quality lacerations that are slowly bleeding their companies to death,” – is quoted from an article called Data quality: ‘The cornerstone of CRM‘ in Computer world

“The simplest systems can deliver amazing results if they operate on clean data.”  – is quoted from the article “The Bane of CRM – Data Quality

Gartner estimates that 50% of CRM implementations fail.

Here is an efficient way of securing your Data Quality Backbone:

Omikron Data Quality Server has through several implementations proved to be the backbone of several successful CRM systems. With it’s 2 core modules it secures that your operatives find their customers, and that the data stays clean and up to date. With SOA it’s a flexible and easy to integrate solution.

Module 1: Find your customers easy, fast and intelligent with FACT-Finder Address-Search

Most duplicates are created in the data entering phase, because the operators don’t find the existing customers. Most systems have search/duplicate checks, but they are not very efficient and return few hits. If you are able to find your customers, you have solved a major part of the problem.

FACT-Finder is Europe’s Market leading search- and navigation engine for online shops. We use the same technology in our FACT-Finder Address Search to search in your CRM system. Fact Finder Address-Search is:

  • Error tolerant
  • Quick
  • Language independent
  • Easy to navigate in the results
  • Easy to integrate

The illustration shows how the DQS works and communicate with CRM and ERP systems.

Module 2: Always a clean database with DQS Duplicate Check

DQS Duplicate Check will ensure that your database(s) are up to date. It can

  • cleanse your data for duplicates and can enrich them with reference data every day
  • match and consolidate the data across several databases and systems
  • monitor the data entry phase to detect where poor data quality is initiated

Additional Modules for Data Quality Server
Data Quality Server is module based. Here are some of the other modules:

  • Sanction List Comparison
  • E-mail verification
  • Telephone Number Plan verification
  • Gender Assignement
  • Postal Correction
  • Data Enrichement

You can read more about Omikron Data Quality Server in this electronic brochure or on the webpage.