Expert knowledge for digital decisions

How to Maintain Data Quality in CRM Permanently?

Short answer

By having few mandatory fields, input checks, and a designated responsibility. Data quality deteriorates on its own – addresses change, contacts switch. Without someone responsible, every record becomes unreliable after two years.

The Three Levers

Few Mandatory Fields. Each additional mandatory field creates placeholder entries. Three well-filled fields are worth more than twelve with "xxx".

Input Checks. Formats for phone and email, duplicate warnings, selection lists instead of free text for anything that needs to be evaluated.

A Responsible Person. Not full-time – but someone who decides how something is recorded and regularly reviews it.

What Deteriorates on Its Own

Data Type	Becomes Outdated Approximately
Contacts	20–30 % per year
Phone Numbers	Slower, but steady
Company Data	With every company restructuring

These figures vary greatly by industry – the point is: Inaction is not a neutral option.

What Should Happen Regularly

Monthly: Duplicate search with a template for review
Quarterly: Review contacts without activity
Annually: Clean up selection lists, remove unused fields

The Trick with the Occasion

Data maintenance as a separate task gets postponed. Data maintenance during an occasion works: When someone calls a customer, they simultaneously confirm the address and contact person. A small note in the system when a record has not been confirmed for a long time is more effective than any cleanup action.

How to Recognize Poor Data Quality

When someone says before an evaluation: "But there are still many old items in there." From that statement on, no number is trusted anymore – and the system loses its purpose.

Key facts

Three Levers: Few mandatory fields, input checks, responsibility
Most Effective Trick: Maintenance during the occasion instead of as a separate task