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Your client's feedback clashes with CRM data. How do you navigate this conflicting information?

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When your client's feedback doesn't align with the data from your Customer Relationship Management (CRM) system, it can be perplexing. CRM is a technology for managing all your company’s relationships and interactions with customers and potential customers. The goal is to improve business relationships, but what happens when CRM data tells a different story than the client's personal accounts? Navigating this conflicting information requires a careful and strategic approach to ensure that your business decisions are based on accurate and complete information.

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Diviya Ramasamy

Changemaker l Process Optimization & Framework Enthusiast l Lean Engineer l Visionary Leader l Analogy Expert l…
Ross Holmes

Marketing & Community Manager | Web3 & Tech | Growth & Relationships

1 Assess Data

Before jumping to conclusions, take a step back and assess the quality of the data from your CRM. Ensure that the data is up-to-date, has been entered correctly, and that there are no technical glitches causing discrepancies. Sometimes, data can become corrupt or misinterpreted due to human error or system malfunctions. It's essential to verify that the CRM data reflects accurate customer interactions and sentiments before addressing any conflicts with client feedback.

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Diviya Ramasamy

Changemaker l Process Optimization & Framework Enthusiast l Lean Engineer l Visionary Leader l Analogy Expert l Doctoral candidate | Follow for more insights on Mindset, Personal Growth, and Transformation
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We faced a scenario where a client’s qualitative feedback did not align with our quantitative CRM data. To navigate this, I initiated a thorough review of the data accuracy and consistency, using methods like data triangulation to cross-verify the information. By conducting in-depth interviews with the client and analyzing CRM logs, we identified gaps and discrepancies. For example, we discovered that certain customer interactions were not fully captured due to system limitations. Addressing these issues improved our data quality and reconciled the feedback differences, leading to a 20% increase in client satisfaction. Assessing and validating data ensures informed decision-making and fosters trust with clients.

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Ross Holmes

Marketing & Community Manager | Web3 & Tech | Growth & Relationships
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Begin by reassessing the quality and accuracy of the CRM data. Ensure that it is up-to-date and free from errors. Compare the CRM data with client feedback to identify specific discrepancies. Example - I conducted a thorough review of our CRM data to ensure its accuracy. By cross-referencing the data with client feedback, I was able to pinpoint where the discrepancies occurred.

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2 Client Perspective

Understanding your client's perspective is crucial when there's a clash with CRM data. Engage in a dialogue with your client to gather more information about their feedback. Listen actively to their concerns and experiences, and try to identify any specific incidents or interactions that may not have been captured accurately in the CRM system. This can reveal gaps in data collection or areas where the CRM system may not be fully aligned with the customer's experience.

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Ross Holmes

Marketing & Community Manager | Web3 & Tech | Growth & Relationships
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Engage with the client to understand their perspective. Conduct meetings or interviews to gather more detailed feedback. This helps in identifying any contextual factors that might explain the discrepancies. Example - I scheduled a meeting with the client to discuss their feedback in detail. Understanding their perspective helped us identify specific issues that weren’t captured in the CRM system.

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3 Data Analysis

Dive deeper into data analysis to uncover patterns or insights that might explain the discrepancy between your CRM data and client feedback. Look for trends over time, segment data by different customer groups, or analyze specific touchpoints in the customer journey. This detailed examination can often highlight where the CRM data may not be telling the whole story or where it may be misinterpreted.

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Ross Holmes

Marketing & Community Manager | Web3 & Tech | Growth & Relationships
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Perform in-depth analysis to uncover patterns or insights that might explain the discrepancies. Use tools like data segmentation, trend analysis, and feedback categorization to gain a clearer picture. Example - By analyzing the CRM data alongside the client feedback, I discovered a pattern indicating that recent updates to our CRM system had not been fully integrated into our reporting processes.

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4 Process Review

Review your processes for collecting and managing CRM data to ensure they are robust and reflect the true customer experience. This includes evaluating how data is entered into the system, how often it is updated, and whether all customer interactions are being tracked. If there are flaws in these processes, it could lead to inconsistencies between the CRM data and client feedback. Adjusting these processes might resolve the conflicting information and prevent similar issues in the future.

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Ross Holmes

Marketing & Community Manager | Web3 & Tech | Growth & Relationships
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Review your internal processes to identify and rectify any gaps that might have caused the discrepancies. Ensure that data collection and entry processes are robust and consistent. Example - We conducted an internal process review and found that the data entry process was inconsistent. Implementing stricter data validation protocols helped reduce these errors.

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5 Communication Strategy

Develop a communication strategy that addresses the discrepancies between CRM data and client feedback. This might involve creating a plan for how to communicate findings to your team, as well as to the client. Transparency is key; acknowledging the conflict and discussing how you plan to resolve it can build trust. It's also important to communicate internally about the importance of accurate data entry and the role it plays in maintaining client relationships.

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6 Actionable Steps

Finally, create actionable steps based on your findings. If client feedback has highlighted a genuine issue that was not apparent in the CRM data, take steps to rectify the situation. This might involve retraining staff, modifying CRM processes, or making changes to your product or service. Conversely, if the CRM data is accurate, use this opportunity to educate your client on how you track customer interactions and how this data informs your business decisions.

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Your client's feedback clashes with CRM data. How do you navigate this conflicting information?

1

2

3

4

5

6

1 Assess Data

2 Client Perspective

3 Data Analysis

4 Process Review

5 Communication Strategy

6 Actionable Steps

Customer Relationship Management (CRM)

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Your client's feedback clashes with CRM data. How do you navigate this conflicting information?

1

2

3

4

5

6

1 Assess Data

2 Client Perspective

3 Data Analysis

4 Process Review

5 Communication Strategy

6 Actionable Steps

Customer Relationship Management (CRM)

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