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Salesforce is one of the most widely used CRM solutions in the planet. From the top executive in the company to the entry-level data analyst in the back room, Salesforce is the glue that holds the many aspects of a company together, tying together a diverse parts of the organization, like marketing, accounting, and sales, through data insights and reporting. But a recent report cited by Business Wire suggests that Salesforce users are less than confident in their data quality - and their confidence in Salesforce itself is suffering.
Among the statistics cited in the article, a few stand out as red flags for us as data quality professionals. First, respondents in the survey that was cited say that a full 58% of users believe that 80% or more of their Salesforce data is not useful or reliable. Think about that statistic in another way - more than half of Salesforce users believe that less than a quarter of their data is accurate and trustworthy. How can key decision makers trust their decisions when they base them on data that they don’t trust?
With this in mind, it certainly makes sense that only 57%, barely more than half, of respondents have a positive outlook on their Salesforce data quality. Salesforce is an expensive and incredible important tool for business - it’s in the interest of companies to ensure users can trust and rely on this tool to leverage the most positive outcomes possible across their many users and departments.
Data Quality is a Priority for Salesforce Users
Many of the most common data quality issues are entirely addressable. In fact, 38% said that common data quality issues like duplicate records, errors, and outdated information is why they didn’t trust their data. These are very actionable errors to be dealt with by a data quality solution, so it stands to reason that finding ways to identify and eliminate these issues is a priority for organizations going forward. And the article shows us that Salesforce users will be making data quality a focal point in the coming year. 85% of respondents said their highest priority is to improve the overall data quality of their Salesforce data.
Addressing data quality associated with our business tools is certainly worth the effort. By increasing the data quality, companies will be increasing the value of Salesforce to its users and to the company as a whole. You can get started by getting our free eBook on implementing a 5 step data quality process, or simply get in touch.