The importance of having a CRM data steward

Ryan Plourde
| 9/20/2018
The importance of having a CRM data steward

Information is valuable to the daily activities of nearly every organization. Even more valuable is the ability to use the information in a way that improves the entire organization.

Lots of data, one big challenge

Full-service customer relationship management (CRM) systems such as the Microsoft Dynamics 365™ system streamline the information-gathering process. Users can track customer and prospect relationships, keep tabs on who’s working on what task, check on progress in the sales process, and monitor how close the sales team is to meeting its goals.

Yet information is valuable only if the data is current, accurate, and complete. Data should be monitored, and that’s where a data steward comes in.

The role of the data steward

A data steward is charged with confirming that an organization’s data has been properly entered into its CRM system. The ideal data steward should be able to:

  • Manage an existing CRM system or oversee the implementation of a new system
  • Verify that system users are properly trained 
  • Monitor users’ entries to prevent inaccurate data from entering the CRM system
  • Standardize information and eliminate discrepancies
  • Resolve problems such as duplicate or incomplete data
  • Run and check reports for data accuracy
  • Understand the organization’s workflow processes and identify opportunities for automation
  • Maintain control of the CRM system as more data is collected and entered

A successful data steward can enable the CRM system to produce reliable data that an organization can trust.

Training and simplicity

Successful CRM systems rely on user adoption and participation. Users should receive adequate training and should not have to use a system with an overwhelming number of forms and fields. The goal is to keep the CRM system as simple as possible: Identify the information that will be most valuable to the company and eliminate information that is not critical. When essential data is entered accurately, a CRM system can be one of the most powerful tools in an organization.

Moving forward with CRM

Crowe has been implementing CRM systems for more than a decade. Our specialists understand the advantages of reducing the number of clicks and making it as easy as possible for users to enter information. We also understand the psychology and processes necessary for laying the groundwork for a data strategy that can help organizations achieve a significant return on their CRM investments.

Get more information about Crowe CRM services for Microsoft Dynamics 365 software from Crowe. Have a question or interested in evaluating the CRM functionality in Microsoft Dynamics 365 software? Contact us today.

Microsoft, Microsoft Dynamics, and Microsoft Dynamics 365 are either registered trademarks or trademarks of Microsoft Corp. in the United States and/or other countries.

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Ryan Plourde
Principal, Microsoft CRM Services Leader