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How Real Estate Investor CRM Can Help Streamline Investor Communication


How Real Estate Investor CRM Can Help Streamline Investor Communication


Effective communication is key to success in the fast-paced world of real estate investment. Real estate investor Customer Relationship Management (CRM) systems offer a sophisticated solution for managing investor relations, streamlining communication processes, and ensuring investors are always in the loop. This article will explore how CRMs can be a game-changer for real estate investors.

Centralized Information Management

Centralized information management in real estate investor CRMs leads to unprecedented efficiency. All crucial data in one place allows investors to quickly access information about market trends, property details, investor profiles, and more. This centralized database is not just a repository of information; it’s a tool that makes data retrieval simple and immediate.

The immediacy is particularly crucial when dealing with time-sensitive decisions, ensuring investors have all the necessary information at their fingertips. In addition, centralized information management in a real estate investor CRM also helps with the following features:

Risk Reduction and Data Integrity

A unified system greatly minimizes the chances of misplacing documents or losing critical information. Furthermore, real estate investor CRM systems maintain high data integrity standards, ensuring that the information is not only secure but also accurate and up-to-date. This reliability builds a strong foundation of trust between investors and their clients, as all parties can be confident in the data provided.

Enhancing Communication and Engagement

Customer Relationship Management systems also allow for a highly personalized investor experience. By leveraging data analytics, these systems can tailor communications based on individual investor preferences and histories.

This level of personalization means investors can receive updates and information directly relevant to their interests and investments. Such a customized approach to communication significantly enhances investor satisfaction and loyalty, as it demonstrates a deep understanding and consideration of their specific needs.

Building Long-Term Relationships

In addition to personalized communication, CRMs facilitate the nurturing of long-term relationships with investors. Investors feel valued and understood when relevant and timely information is provided and their queries are promptly responded to.

This ongoing engagement is crucial for retaining investors over the long term, especially in a market with plentiful options and fierce competition. CRMs provide the tools to maintain these relationships effortlessly, ensuring investors feel connected and informed.

Analytics, Customization, and Security

CRMs provide valuable insights into investor behavior, preferences, and engagement levels. Investors can refine their communication strategies by analyzing this data for better results. In addition to improving external communications, CRMs facilitate better internal coordination. Team members can access the same information, ensuring everyone is on the same page. This internal harmony is crucial for presenting a unified front to investors and stakeholders.

The customization options available in most CRMs are another significant advantage. Investors can tailor the system to match their specific needs, whether it’s customizing communication templates or setting up unique workflow processes. Security is a paramount concern in real estate investment, and CRMs offer robust security features to protect sensitive investor data. This security fosters trust and reassures investors that their information is safe.

Streamlining Workflow and Maximizing Efficiency

By automating routine tasks such as data entry, follow-ups, and report generation, CRMs save a substantial amount of time. This time efficiency allows investors to focus on more strategic tasks like market analysis and relationship building. Automated workflows ensure that critical processes are not only faster but also more accurate, reducing the likelihood of human error.

Enhanced Collaboration and Team Productivity

With shared access to information and communication tools, teams can work more cohesively and respond to investor needs more swiftly. This collaborative environment boosts overall productivity, as team members can easily delegate tasks, share insights, and track progress on joint projects. Effective collaboration, facilitated by CRMs, is a cornerstone of successful real estate investment firms.

Customizable Workflows for Diverse Needs

The adaptability of CRM systems to different business models is another significant advantage. Each real estate investment firm has unique processes and client management strategies. CRMs offer customizable workflows, allowing firms to tailor the software to their specific operational needs. This customization ensures that the CRM complements existing processes, enhancing rather than disrupting the workflow.

Integration with Other Tools and Platforms

Modern CRMs integrate seamlessly with various other tools and platforms, such as financial software, marketing tools, and property management systems. This integration creates a cohesive ecosystem, streamlining the management of all aspects of real estate investment. With a centralized system that communicates with other tools, investors can make more informed decisions, track their portfolio’s performance more accurately, and maintain a holistic view of their business operations.

Proactive Management and Future Planning

With features like predictive analytics and trend monitoring, investors can anticipate market changes and adjust their strategies accordingly. This forward-thinking approach is vital in a market known for its volatility and rapid shifts. By leveraging the data and insights CRMs provide, investors can plan for the future by identifying potential investment opportunities and risks before they become apparent.


Real estate investor CRMs are more than just a tool; they’re a strategic asset that can significantly enhance investor communication. By streamlining processes, providing valuable insights, and ensuring effective communication, CRMs enable building stronger, more productive relationships with clients. As the real estate market continues to evolve, adopting such technology will become increasingly important for staying ahead in a very competitive landscape.


Four Real-World Stories of How Generix WMS Creates Efficiency and Productivity

Organizations focused on long-term growth strategies use digital transformation initiatives as a driving force for success. Technology investments have enabled organizations to improve processes and automate operations to find productivity and efficiency gains. A good WMS provides real-time inventory visibility for manufacturers and distributors and creates new efficiencies within inbound, warehousing, manufacturing, and outbound processes throughout a warehouse or plant.

SOLOCHAIN WMS is used by organizations in various industries (food, retail and consumer goods, manufacturing, and more) as a platform for growth and operational excellence. This blog post shares four success stories from customers who implemented SOLOCHAIN WMS to transform their operations and facilitate growth.

WMS gives granular control and recovers 35% in lost efficiencies

As a grower-owned network of family hops farms, Yakima Chief Hops required complete traceability, control, and visibility into their finished products from farm to kettle. The company was experiencing lost inventory and customer allocation challenges. The implementation of SOLOCHAIN WMS allowed Yakima Chief Hops to:

-Stabilize customer allocations with all inventory movements

-Track inventory and its movement in real-time

-Attain complete lot traceability and enable recall management for different finished products across the manufacturing process

-Increase accuracy with quick data entry using QR codes that stored multiple data points on the same barcode

-Improve shipping lead times by multiple days and 24-hour turnaround for eCommerce orders

-Automate processes and dramatically reduce paper usage with scan guns

-Realize a net gain of 83,861 cartons that were not required to be transferred before shipping out to customers

Through the WMS, Yakima Chief Hops achieved their visibility and safety goals and delivered the quality of service they strived for to their customers.

WMS increases productivity by 30% in less than a year

With 18,000 UPCs, 4,500 orders per day, and 22,500 pick lines in a single distribution center, Novexco, a national distributor of office supplies, needed to optimize operations across eight distribution centers to support its business model and allow them to compete with online retail giants. The implementation of SOLOCHAIN WMS provided Novexco the ability to:

-Successfully integrate SAP ERP for better inventory visibility and management at all stages of the process across Canada

-Manage all orders from retail stores, B2C, and B2B customers and track product and model numbers in each warehouse for quality assurance and returns

-Optimize and standardize processes that saved time, reduced human handling and human error, increased picking quality, and reduced non-essential warehouse travel

-Decrease backorders with better inventory visibility and forecast demand with access to real-time data

-Enabled faster delivery to customers and multi-site communication between distribution centers

Novexco can now guarantee next-business-day delivery in most regions in Canada and has seen a 30% increase in productivity in less than a year after implementation.

WMS doubles output capacity to support growth initiatives

Blue Streak Electronics, a supplier of remanufactured electronics and diagnostic solutions to vehicle manufacturers, decided to cut ties with their 3PL provider and build and open a new distribution center in less than four months which required the rapid deployment of a WMS. Exceptional inventory management and quality control were essential with a vast dealer network and a rapidly expanding eCommerce business. The implementation of SOLOCHAIN WMS enabled Blue Streak Electronics to:

-Gain real-time visibility and better order and inventory accuracy to support eCommerce growth

-Achieve substantial month-to-month operational performance gains

-Have real-time task management and transparency with SOLOCHAIN Back-Office project management system built into the WMS

-Meet the tight deadline with ease of configuration with Microsoft Dynamics Nav ERP and integration with ProShip for small parcel solutions

Blue Streak went live with the WMS in January 2020. Since then, the company has doubled its output capacity.

WMS enables 50% total sales growth and a 200% increase from eCommerce

Cameron’s Specialty Coffee, a coffee roasting, packaging, and distribution company, relied on paper-based processes in their warehouse operations. With the growing demand for eCommerce options and food traceability regulations, the company needed to change its inventory management operations. The implementation of the WMS transformed the business providing it the ability to:

-Remove paper-based processes and now manage every step in the process from roasting, flavoring, grinding, and packaging within the WMS+MES

-Achieve 99.5% inventory accuracy and increase order fulfillment to 99.3%

-Decrease cycle count downtime by eliminating the weekly shutdown period

-Report faster and close month-end sooner due to real-time data transmission into the ERP system

-Create mobility in the warehouse with handheld devices and run more production lines

-Address customer compliance requirements (Walmart, Target, Menards, etc.)

-Enter multi-stage production data into CRM to consider operation particularities to reduce waste and re-route production as needed.

The 50% growth meant that Cameron’s Specialty Coffee had to enlarge its warehouse space by more than 25% between 2018 and 2020. WMS and MES allowed the company to scale its operations in line with its growth without increasing headcount in its finance department.

As the only combined WMS/MES in the Gartner Magic Quadrant for WMS, SOLOCHAIN WMS delivers full-featured functionality that can address and integrate complex processes between the warehouse and the shop floor to scale operations and find new efficiencies and productivity improvements. Learn more by downloading the Gartner Report today.

About Generix Group

As omni-channel driven demands become the norm, with resulting customer satisfaction harder to achieve, supply chain professionals need to leverage advanced WMS technology to keep their operations nimble, efficient, and scaling – especially in these volatile times.

Given Generix Group’s completeness of vision and ability to execute, as recognized once again by the Gartner analyst community, their WMS is well-positioned to help companies needing a modern, flexible and agile solution that can easily adapt to their changing needs. We invite you to contact us to learn more.

This article originally appeared here. Republished with permission. 


The Key to Unlocking Hidden Treasures in your CRM

Customer relationship management systems (CRMs) are great for collecting and organizing data. But, what are we doing with all this data? Promoting new services to existing customers, improve customer loyalty, repurpose old leads that could be interested in new products or services?

A CRM system can store a big amount of customer data and by using this data you can form deep insights into how your prospects and customers interact with your business. This will help you to build a better customer experience, increase customer engagement and loyalty.

Let the data guide you

Use your sales dashboard to check progress towards your sales quota, monthly trends, and overall value of your sales pipeline. Without a good CRM, you simply won’t be able to manage your sales pipeline properly. Gain a full view of your entire sales pipeline and never get lost about how your team is tracking toward quota, and you’ll have all the data you need to coach your team to success.

Updated and correct data

CRM is most effective when the data is updated and fresh. If the customer’s address, company name, or preferred method of contact has changed, your staff should update the information immediately, so your sales and marketing teams are always equipped with the right information.

Find potential money between the cracks using filters

Filter data in your CRM to find prospects that you haven’t spoken to in a certain time, maybe they said no due to bad timing or the price. Maybe their attitude has changed? Play with different ways to filter data and soon your salespeople will have a gold mine to pick from. The next step is to automate this process so that these lists are created and served to the salespeople automatically.

Set up automated email sequences and collect more leads

Since many sales teams are more data-driven than ever, take the advantage to automate your workflows to eliminate time-consuming and repetitive functions. When new leads are added to a CRM (newsletter subscriptions or website visits), you can program your CRM to send follow-up emails, offer promotions, invites to webinars and events to keep your business at the forefront of their attention. This saves you a lot of time, spent on writing emails while also making sure that you are engaging your prospects throughout the whole sales process.

Unlock hidden insights from your customers’ purchase history

With a CRM you can boost your sales performance by analyzing your existing customers’ purchasing history. It’s easier to sell to existing customers than acquiring new ones.  One of the keys to upselling is that you offer products that add value and improve your customer’s life.

Data-driven approach

If your company uses a CRM tool, you already own all the information needed, the challenge is to find a clear and organized way to access this knowledge by unlocking the value stored deep in your CRM data.

It is important to have as much data as possible about customers, products, and revenues in your CRM, but this information will never be useful or bring value to your business if you don’t define which type of data, metrics, and KPIs you need to follow-up on a regular basis. Once your data is organized, it will be easier for your sales teams to adopt a data-driven approach.


Sara Cronsioe is an Inbound Marketing Specialist at GetAccept, the go-to platform where B2B sellers can interact with buyers in a personal and engaging way, making business easier and faster. 


Customer Preferences Are Constantly Changing — You Can Either Listen or Get Left Behind

Today’s consumers demand more from brands on every level. Millennials and Generation Zers have entered the driver’s seat with a combined $3 trillion in purchasing power, according to YPulse, and they have made their expectations clear.

Offering products at competitive prices is no longer enough — you must also provide a top-tier customer experience. That means creating open lines of communication with consumers, listening to their feedback, and offering products that anticipate their needs.

Customer experience becomes especially crucial during times of crisis, such as the ongoing coronavirus pandemic. This experience is reflected in the values that consumers want companies to hold, such as a move toward more natural, sustainable materials and processes. Companies that empathize with consumers and show compassion by reflecting these values in their manufacturing and logistics can stand out from the pack.

General Motors Co., for example, created and filled a new C-suite position for sustainability earlier this year to show its values to manufacturing partners and customers. When the coronavirus began to spread throughout the country, the company started creating ventilators to help people suffering from the worst cases of COVID-19. This appeals to consumers, as 53% believe brands should get involved in social issues that don’t impact their businesses.

There are countless ways to interact with your audience and gather insights into their preferences, ranging from social media posts to online reviews and email surveys. However, a shockingly low number of companies engage in these beneficial activities. According to a 2019 HubSpot study, 42% of companies say they do not collect feedback from their customers.

Creating products and services without listening to customers is a risky move. A great example of a company making this mistake came in 1985, when Coca-Cola changed its formula for the first time in 99 years. The company had gradually lost market share to Pepsi, so its leaders tried to make a splash with New Coke, which tasted more like Pepsi. Coke’s loyal consumers were blindsided by the change, however. They loved the taste of classic Coca-Cola and refused to embrace the new offering. Sales plummeted, and Coca-Cola reverted to its tried-and-true formula a few months later.

Microsoft made a similar blunder in 2012 with the release of Windows 8. Fresh from the failure of Windows Vista, the company decided to change the look and feel of its operating system completely to resemble Apple’s user interface. The decision backfired. Windows 8 released to poor reviews, and fewer consumers adopted it than Windows Vista. Since then, Microsoft has returned to its traditional look. 

Companies like Coca-Cola and Microsoft can afford to make big mistakes. But for most small and midsize organizations, these missteps can have detrimental consequences.

Follow these tips to ensure your operation remains on par with customer preferences:

1. Leverage CRM technology.

Manually tracking customer feedback is a fool’s errand. There are simply too many simultaneous conversations occurring across a multitude of venues. Instead, companies should use customer relationship management (CRM) software to track their interactions with current and potential consumers and to aggregate customer insights into a centralized location.

I took this exact approach while at my previous company, Schmidt’s Naturals. I was able to read customer reviews and communicate with users more efficiently. This helped us discover that customers wanted a new form of our product, which we delivered.

Most CRM platforms offer mobile access, which has been shown to improve productivity and make it easier to maintain open communication with customers. In light of the ongoing pandemic, some CRM vendors have stepped up to help struggling businesses. For example, Salesforce has gone above and beyond by offering free solutions to help companies communicate with customers during these uncertain times.

2. Reply early and often.

According to HubSpot research, a majority of consumers expect companies to reply to their messages in 10 minutes or less. To meet this expectation, devote team members to monitor your CRM system and social media accounts for questions and comments — and respond to them quickly.

You’ll also want to pay attention to comments on your social media ads, which are easy to overlook. Even if a question seems like a no-brainer, answer it. Chances are, several other customers are wondering the same thing.

Artificial intelligence and chatbots can be useful in this area. Many companies use these technologies on their websites and social media pages to help them interact with consumers, answer simple questions, provide product recommendations, and even facilitate transactions.

Yelp has done this well during the pandemic by offering updated services that allow restaurants and businesses to communicate more easily with their customers. For example, Yelp has added banner alerts to each restaurant’s page to display relevant information in a prominent spot.

3. Make authentic connections.

According to Quick Sprout, consumers are less likely to shop around and more likely to recommend you to friends if they feel an authentic connection to your brand. Chatbots might be able to handle the bulk of your customer interactions, but that doesn’t mean you should become overly reliant on the technology. Research from Sitel Group suggests that 70% of consumers would rather interact with a real person than a chatbot, so you’ll want to balance your use of AI with an authentic human touch.

Zappos is a shining example of a company that interacts authentically with consumers online. The shoe retailer’s social media team routinely — and cheerfully — replies to the majority of comments it receives, with team members signing each message with their initials. Even as Zappos transitions employees to work from home, it’s still focused on “WOWing” customers, vendors, and employees. During trying times, brands must adhere to the core values that have always driven them.

Customer preferences are always changing, and they fully expect the companies they support to keep up with them. This has never been truer than during a global crisis like the coronavirus pandemic. To innovate and stay relevant, you must continually check in with customers, monitor their online conversations, and offer a tailored experience that shows you’re listening.

Modern consumers don’t just buy products — they invest in brands. They care about purpose, transparency, and authenticity. If your company does not deliver those three essential elements, it will not survive.


Michael Cammarata is the president and CEO of Neptune Wellness Solutions, an innovative wellness company based in Quebec offering high-quality, environmentally friendly, natural alternative products. He also co-founded Schmidt’s Naturals, a fast-growing wellness brand that was acquired by Unilever in 2017.

5 DevOps Trends that Demand Your Attention

One of the great things about my job is that I get to go-to software developer conferences all over the world and listen to people being extremely smart. When you watch enough smart talks, read enough articles, and talk to enough people trying to get stuff done on the ground, it gets easier to spot trends—just like it’s easier to see irrigation patterns from the air than from the ground.

Here are the five trends I think you should watch for in 2020.

1. Continuous Integration and Continuous Deployment, but not Continuous Release

I was just at DeliveryConf (which was great and you should try to go next year, but in the meantime, here is a link to the talks ). At the conference, companies of all sizes and maturity levels described how they were working toward the CI/CD goal of getting code into production more quickly. The hesitation we were all feeling our way around was that we want continuous deployment to production, but most consumer and B2B businesses don’t want to change the user experience that often. Simply put, we don’t want Continuous Release.

In fact, customers frequently resent change, especially when it forces them to retrain users in a new workflow. The thing a user knew how to do automatically is now moved or missing, or there is some new option that no one knows how to use effectively. Interface changes in popular software can mean that companies spend millions of dollars in retraining. Anything that interrupts a user’s unconscious competence and forces them to think about what they’re doing slows them down.

Release is a business decision, and it often is safer and cheaper and better for users if all the changes come at once, so they can all be discussed and taught at the same time. CI/CD, on the other hand, is a technical choice. But that doesn’t mean customers need to experience that cadence, as long as you can deploy without releasing.

2. Leveraging existing workflows

Similarly, there is no reason users should have to learn new workflows just because the tools their software group is using have changed. I think this year, we’ll see a lot of SaaS vendors work with existing enterprise tools to make those tools more powerful, without changing the user experience much, if at all.

I think of this as leverage. It doesn’t matter to a user if a form is backed by a spreadsheet that needs to be manually imported or if it’s wired directly to a CRM. The user has applied the same amount of effort, but the new tooling has moved the fulcrum point, and the user’s work is more effective.

3. Personalization

We don’t all want the same things, as we can tell from the Dark Mode Wars. As our bandwidth and information have changed, so have our expectations about how much we can make our technology spaces personally comfortable.

A great example of this is the Google Now app on Android phones. You can tell it what sports team you follow, and then the app will deliver more news about that team and sport. But it also gives you the option to hide gameday spoilers if you’re not going to be able to watch it right away. They aren’t hiding that information from everyone, or even fans of that team, but they are personalizing the experience by protecting you from knowing the score of the game before watching it.

Personalization gives users more control over their experiences. It also provides more options than would otherwise be feasible to present globally. We can’t be all things to all people, unless we allow people to choose which subset of all things they want, and then allow those subsets.

4. Accessibility

The other exciting possibility of increased personalization is better support for different accessibility needs. The US has had web accessibility standards since 2000, but they haven’t been enforced or adopted evenly. That said, we have seen some recent exceptions.

The Supreme Court just ruled against Dominos in a lawsuit alleging that the pizza company failed to comply with accessibility standards. I’m not going to say “this changes everything”, but I will say this might be a good time to be an accessibility consultant who can help teams retool quickly.

The interesting part, and the thing that meshes with personalization, is that different people can have different accessibility needs. Someone with low vision needs solutions that may be incompatible with tab-based navigation, which again may be hard to align with screen readers. Rather than trying to make a single “accessible” page that meets none of those needs well, we’ll use personalization to tune for exactly what different people need.

5. Scientific thinking

This is an interesting outflow of our emphasis on data and metrics. Now that we are doing a better job of democratizing access to statistics and metrics, it’s easier for everyone in the company to understand how changes affect user behavior. Rapid releases and Progressive Delivery make it much easier for us to see how our choices work out in near-real-time. That means it’s possible for anyone—not just the UX team—to see how changes play out. With that visibility, we also can form a hypothesis about how a change will affect the data and then look to confirm or reject the hypothesis.

The scientific method is not heavily taught in most computer science programs, because it wasn’t until recently that we had the fast feedback loop that would make it useful. However, at least in the US, most schoolchildren are taught the basics in elementary school. They learn to ask critical questions like:

-What is the current state of the system?

-What change am I making?

-How can I measure a change’s impact?

-Was the impact what I expected it would be?

-Do I have any evidence for why or why not?

We need to be able to ask these questions at the team and individual level and get meaningful answers. We can then use those answers to iterate rapidly and stay attuned to what users want and find useful. What’s more, we can avoid spending months building things that virtually no one needs or wants.

What do you see coming in 2020? How will this play out in your company or industry?


Heidi Waterhouse is a developer advocate at LaunchDarkly. She is working in the intersection of risk, usability, and happy deployments. Her passions include documentation, clear concepts, and skirts with pockets. As a developer advocate, Heidi bridges the experiences of external and internal developers and spends time listening, thinking, and learning deeply about the business and technical challenges that face each group.


5 Tech Trends That Businesses Can’t Afford To Ignore

With technology evolving at such a rapid pace, some business owners are left digitally disoriented as they try to figure out which of the latest innovations they need to invest in and what they can ignore.

It can make for confusing times.

All that bewilderment aside, though, these fast-developing advances also create opportunities that can help small and medium-sized businesses become more competitive – if they understand how to seize them.

“Technology exists today that at one time was available only to large corporations with huge technology budgets,” says Chris Hoose (, an IT consultant who works with small businesses.

“Every year, technology becomes even more accessible to companies of all sizes.”

Hoose says businesses that want to stay on top of their games should make sure they invest in these technological trends, if they haven’t already:

The Internet of Things. Many Internet of Things-connected devices, such as smart refrigerators and thermostats, are designed for home use, but there are also applications for small businesses, Hoose says. Some examples: smart locks use digital keys that can’t be lost or stolen, and log a record of who uses a door and when; RFID tags on merchandise can prevent theft and automatically update inventory; and mobile-card readers can replace cash registers.

Artificial intelligence. Don’t be fooled into thinking that AI is something only the big organizations can afford to use, Hoose says. “It’s making inroads into technologies accessible for businesses of all sizes,” he says. “AI can help you offer increasingly personalized experiences to customers by maximizing your time and automating manual tasks, like data entry.” AI also can be used to improve decision making, Hoose says. Essentially, AI will help you take that jumble of data most businesses have and analyze it in a way that allows you to make better-informed judgments on the actions you need to take.

Telecommuting. The office world is changing and more workers spend at least a portion of their work week telecommuting. “In many cases remote employees use their own equipment, which can eliminate some of the company’s costs with purchasing and maintaining computers, printers and mobile phones,” Hoose says. Video conferencing, instant messaging and other advances are helping to make telecommuting a viable option, he says.

Customer-relationship-management (CRM) software. Any application that a business uses to interact with customers, analyze data, or recommend products and services to customers is “part of the CRM family,” Hoose says. “This type of software helps your team manage, control and build customer relationships,” he says. “It can log your team’s touchpoints with prospects, including emails, phone calls, voicemails and in-person meetings. You can have a complete record of your team’s interaction with a prospect that’s easy for anyone to access.”

Voice search. Consumers increasingly are making use of such AI assistants as Siri or Alexa to help them do internet searches using their voices. “Voice search is changing the way people find information because these queries are structured differently than when we type terms into a search engine,” Hoose says.

“Organizations of all types can benefit from optimizing their content to improve where they fall in a voice search.”

“To help propel your business going forward, it’s important to stay abreast of technology innovation,” Hoose says. “These technologies will help you expand your customer base, create more efficient in-house processes, and increase engagement from both customers and staff.”


Chris Hoose ( is the president of Choose Networks, an IT consulting firm for small businesses. Hoose started the company in 2001 to give large-scale solutions and support to businesses that can’t afford their own in-house IT department. He earned a Master of Information Systems Management from Friends University.

The Logistics of Data Quality for Your Marketing and Sales Initiatives

Global Trade recently highlighted an annual 3PL trend study that indicates one of the biggest goals for logistics companies in 2019 is to prioritize customer relationships.

Developing strong customer relationships relies on effective customer engagement and communications. Most logistics companies are familiar with the technology and tools that help them manage fleets, track inventory, and improve operations. But, a growing number are leveraging customer relationship management (CRM) technology to improve customer engagement and support sales and marketing initiatives. The timing couldn’t be better, because if prioritizing customer relationships is a key focus in 2019, prioritizing the data quality in CRMs is an essential part of the mix.

The Impact of Data Quality

To prioritize CRM data quality, the ultimate goal is a CRM database free of duplicate records, missing or wrong details, and non-standardized entries (e.g., entering Corporation when Corp is preferred). But bad data is added to the system through list imports, manual entry, and typos on web forms when data quality tools aren’t in place to catch duplicate information or invalid data. In the absence of data cleansing routines, even good data begins to decay as contact information changes and companies merge or close.

Without a data management protocol in place, it is impossible to realize the full potential of CRM data to guide business activities. In the case of the logistics industry, muddying reports with user data errors leads to misdirected marketing and sales growth efforts. This can create frustrating interactions with the company, poor customer experiences, acquisition and retention challenges, and ultimately, lost revenue.

The High Cost of Bad Data

The logistics industry is no stranger to the importance of maintenance. Left unchecked, a small problem with a fleet can become a big problem with domino effects that bottleneck the entire supply chain. There’s a similar impact with a lack of data maintenance.

According to the 1-10-100 quality principle, the relative cost of fixing a problem increases exponentially over time. So if the cost of preventing bad data from entering the CRM is $1, then the cost of correcting existing problems is $10, and the cost of fixing a problem after it causes a failure is $100. The issues and costs are compounded as that bad data begins to pollute marketing and sales initiatives, decreasing campaign ROI and reducing customer engagement.

The Two-Step Data Cleansing Process

To stop the cycle, a cyclical approach to data quality and maintenance is needed. The following two-step data cleansing process is a great place to start.

Prevention is the first step. The company must ensure those who use the CRM system leverage best practices for entering and updating data without introducing errors. Examples of clean data best practices include completing all data entry fields required for a record, following a standard naming convention, checking for duplicate records before entering new information, and ensuring the validity and deliverability of email addresses. It’s also wise to consider creating a data governance policy that formalizes these practices and embeds data quality in the company culture.

Remediation is the second step. This involves keeping data accurate with regular data cleansing routines that include steps to remove or merge duplicates, standardize content, and verify email addresses. It should also include checking data against credible outside sources occasionally to determine if it’s up-to-date or stale.

With either step, some areas of data quality and entry are challenging even for the most detail-oriented data users or administrators. This makes the availability of third-party data quality tools that go beyond the native functionality of CRMs an important option. Companies can choose solutions that are compatible with their CRM and should look for those that are particularly effective at supporting data integrity during mass imports, streamlining and automating data quality processes, and customizing how duplicate records are managed. Email verification tools can also be leveraged to verify the email addresses in lists before importing them, directly in Salesforce to support lead follow-up, and at the point of capture (for example, adding an API to web lead forms to verify email addresses as they are entered).

Data Quality Is Logical

There’s a growing trend in viewing quality data as a high-value business asset. Studies show senior leadership is increasingly acknowledging the need to support data quality and 85 percent of corporations indicate they are trying to incorporate data into their business strategies. Likewise, the value of using CRM data to get to know customers better and improve customer experiences is widely recognized.

To achieve significant growth in their customer base and revenue, it’s time for logistics companies to give importance to marketing and sales data the way they’ve given importance to distribution, warehousing, and fleet data. People and human-error, not technology, hold data back. As noted in an article from, “The value of CRM isn’t in the product; it’s how you use it.”

Implementing a data management protocol is the only way to navigate human error and get the most value from the CRM. The resulting higher quality data will bolster marketing and sales activities, and help logistics companies better understand, reach, engage, and retain their customers. Once the previously mentioned two-step process is in place, companies can revise and refine data quality processes as they learn more about what clean data means and how to deliver great customer experiences using quality CRM data.

Ashley Sierant is a data quality management expert, overseeing successful implementation of Validity tools for clients. Validity is a leading global provider of data integrity and compliance offerings that tens of thousands of organizations worldwide rely on to trust their data.