Contact data is the backbone of marketing communication and compliance in organisations of all sizes but it also represents a single point of failure.
Bad contact data leads to bad outcomes and whilst the solution might ultimately be simple e.g. fix it, resolution based on human effort alone can be time consuming and limited.
Cirrom has been created to automatically deal with the time consuming complexities of data quality by, managing data duplication, filling blank fields, fixing data errors and standardizing the data. It’s like having an army of CRM and data operatives working for you 24/7/365..
Cirrom is intelligent software that learns the more it is used. It is learning the structures that underpin your contacts like naming or email conventions, it is even identifying location and possible job changes that have not been picked up all helping to make your contact record more complete and accurate.
Cirrom Works in 4 Easy Steps
Contacts are reviewed either via integration with CRM or other relevant marketing technologies or by uploading a specific contact list. Cirrom holds no client data at any stage.
Cirrom gets to work identifying errors like empty fields, duplicate entries, and structure errors and makes recommendations for appropriate action.
Errors can be fixed automatically or flagged for further action. The choice is yours. We make this choice easier by adding a confidence probability score. You can decide what to do based on the score and as you set the rules, you decide what factors are appropriate to determine that score. In this way you can have as much hands-on involvement or as little as you want or need but you are always in complete control of your contact data at all times.
Cirrom provides a detailed reporting for the whole CRM, for New Contacts, Existing Contacts with Changes and any other important group of contacts you have like your mailing lists, alumni group, event lists, lateral hire contact lists and more. For each of these groups Cirrom identifies any outstanding actions required, the current health of your data, the improvements made and the impacts those improvements have had on the size of your available contact list. It becomes your complete insight into contact data quality.
Problems Cirrom Solves
Continual Data Degradation
Contact data comes from a variety of sources and goes bad very quickly. It's a problem that must always be worked on but time available for people to do it is often limited. Cirrom solves this by working in the background maintaining data quality 24/7/365.
To err is to be human so it is said, a phrase very relevant for those in data management. Small mistakes in contact data can lead to the complete inability to communicate with clients and contacts. Cirrom solves this by learning the correct structure for contact identification and either highlighting the error or correcting it automatically.
Bad Data Backlog
Because data has a shelf life and is always degrading, it can be a struggle to keep on top of. The reality for most organisations is that there is always a backlog and so communication potential is limited by the size of that backlog. Cirrom technology solves this by acting like a team of data operatives working in the background helping you to keep on top of data quality 24/7.
Contacts without a company associated can cause problems when pursuing sector based marketing campaigns. Cirrom identifies these contacts so they can be added to the appropriate company.
People move roles and if this has not been identified, it can be a real problem for your communication efforts. Cirrom can help solve this with a Linkedin look up capability that can quickly work to identify the latest in job title and organisation to update the quality of your contact records.
It is not uncommon for the same contact to be entered into a CRM multiple times often with very minor differences. Cirrom solves this by identifying the potential duplicates and highlighting the problem or by automatically merging the contacts into a single entry so you don’t contact the same person multiple times with the same message.
Empty Location Fields
There is often a lack of consistency in data entry and location is one of those fields that is frequently empty. This leads to an inability to segment lists and send communication based on location which can be a big limitation for marketing communication. Cirrom can use identifying details like postcode or telephone number to make location suggestions which can be reviewed or changed automatically.
Contact List Reduction
Bad contact data is an automatic dampener on marketing potential because the available contact assets effectively shrink. It’s a real waste of opportunity. Cirrom fixes this by working continuously in the background to identify problems and fix them automatically where permissions are given in order to maximise the size of the available contact base.
There is often a lack of consistency in data entry whether it is manually entered by firm staff, a contact filling out a from on a website, a lateral hire contact upload or an integrated 3rd party system creating contacts. Cirrom identifies these correct values and standardized them to the firm standard. This is particularly useful for location fields where there are multiple common ways people write City, State and Country.
Cirrom prevents new duplicates and new data errors from entering the CRM. New contacts are the primary cause of errors in any CRM. Cirrom prioritizes new contacts and identifies them immediately. Cirrom then completes and corrects these contacts information preventing ongoing problems when the data is use.