Do you enjoy the challenge of a CRM project? Or do you, like many of your colleagues, find the prospect daunting? Then you should definitely read this article. It shows how a project can run smoothly if you approach it in the right way. DPD was about to introduce a new CRM system. Jasmine Zurbuchen and her small team used this opportunity to clean up the company’s customer data and create the optimum basis for future work. This article describes DPD’s journey to perfect customer data.
“It began in the summer of 2017,” recalls Jasmine Zurbuchen, Product Coordinator at DPD. “Our old CRM system was gradually reaching its capacity limits.” In addition, the quality of the data was no longer as good as DPD management would have liked. “We had the customer data in our CRM system,” explains Zurbuchen, “but a lot of the data was either no longer correct or was missing, plus we had a lot duplicates.” Furthermore, no mandatory fields had been defined. As a result, employees were saving new entries without filling in all fields. Gaps in the data were inevitable.