Question
Clearly sourced
Expert knowledge for digital decisions
Can existing customer data be imported into a new CRM?
Short answer
Yes. Data from Excel, Outlook, an old CRM, or a database can be imported. The effort rarely lies in the import itself, but in the cleanup: duplicates, inconsistent spellings, and outdated entries must be resolved beforehand; otherwise, the confusion will carry over into the new system.
The usual process
- Inventory – what sources are there, how many records, which fields are actually used?
- Field mapping – which field from the source corresponds to which field in the new system? This is where it is determined whether information will be lost.
- Cleanup – merge duplicates, standardize spellings, sort out obviously dead records.
- Test import – first into a test environment, check the results randomly.
- Live import – with a fixed cut-off date and fallback option.
The most common mistake
Importing everything just because it exists. An address database from fifteen years often contains a significant proportion of contacts that will never be used again. They slow down searches and distort any evaluations.
A sensible limit: contacts without any activity in recent years will be archived, not imported.
Data protection during the migration
Even during the migration, the purpose limitation applies: data may only be further processed for the purpose for which it was collected. Changing the system is not a new purpose – but a good opportunity to review and implement retention periods. Marketing consents must be transferred along with proof; without proof, the contact may not be marketed further.
Key facts
- Common sources
- Excel, Outlook, legacy system, SQL database
- Main effort
- Cleanup and field mapping, not the import