CRM Data Cleansing

Verify and update contact data, apply standardization rules, fix errors and fill missing data, and dedupe your customer and prospect lists with the highest-rated CRM data cleansing software.

Did you know?


Reports from Gartner and Forrester reveal that 50% of all CRM initiatives fail, and the leading cause of failure is dirty data. The most commonly cited problems were an inability to reach – through direct mail, phone, and email – contacts, poor forecasting, and a delay in closing sales. Clean CRM data enables marketers and salespeople focus on the right leads, with the right messaging, at the right time. Majority of businesses, therefore, consider customer insight a key priority, and yet, less than a fifth are able to use data effectively to optimize interactions with their customers.

Why does this happen?

Customer information is spread across disparate systems and applications.

Duplicates because of nicknames, variations in spelling of first name, and abbreviations.

Missing data leads to process breakdown and incorrect reporting.

Formatting and structural inconsistencies due to the absence of a data governance strategy.

Source to target field mapping issues can result in jumbled up data during systems migrations or merging.

What is CRM Data Cleansing?

The ultimate goal of a CRM is to maintain a “Single Customer View (SCV)”, but the 360° customer view is rarely achieved because of the reasons outlined above. Start with CRM data cleansing with a thorough investigation of customer data assets, and an in-depth assessment of accuracy and impact the current data has on your business. Once you know your data, decide on the techniques you will use to cleanse, standardize, and match lists in your CRM or silos and peripheral systems that you want to consolidate to build your Single Customer View. Lastly, using CRM data cleansing software, monitor data quality on an ongoing basis, while creating governance processes to ensure your data remains accurate, complete, and free of duplicates.


Obtain clean, enriched “golden” contact records to segment leads based on intent and personalize messaging for higher ROI.

Accurate Reporting
and Analytics

Standardize first-party and third-party data – in real-time or with batch load – to feed clean, well-structured data to your analytics engine.


Help your customer success teams excel and sales teams to upsell by leverage data across the enterprise with unified customer profiles.


Define a tried and tested set of data cleansing and standardization rules for a variety of situations and reuse across the enterprise.

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What You Get With Our CRM Data Cleansing Software

Unmatched Speed
And Accuracy
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Powerful semantic matching technology uses contextual recognition to cleanse and standardize complex, unstructured product data.

Deduplicate with
Fuzzy Logic
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Deduplicate and enrich your data with proprietary fuzzy, probabilistic algorithms, paired with phonetic and deterministic techniques.

Real-time CRM

Prevent bad data from ever entering the system with by integrating our data cleansing engine with custom or 3rd party applications using API.

Built-in Standardization
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Use over 300,000 built-in libraries to detect and resolve alternate spellings, nicknames, missing area codes, postal codes, and more.

A Walker study predicts that, by 2020, companies will focus on customer experience more than product or price to create a competitive advantage. And the only way to do that is by leveraging data – high quality data. This requires that you keep your CRM clean and put data governance processes in place.

The right data helps bring in more customers through advertising: it helps convert more leads through better sales pitches and effective communication, nurtures long-term customer relationships by enabling better support and service quality, and sustains a Single Customer View that powers downstream analytics. However, bad data is endemic in CRMs because of incorrectly entered information by your reps or by customers in web forms, and unstandardized input across various touch-points. The severity of the issue is such that many companies have gamified CRM integrity to incentivize accurate data entry.

Once you’re confident about the degree of cleanliness in your customer data, focus on making sure it’s up to date and complete. Record linkage features in our CRM data cleansing tool, powered by fuzzy matching algorithms, will help identify if additional records specific to the same customer entity exist across disparate sources, automatically detecting nicknames, abbreviations, accepted first name variations, etc. to improve linkage. Merging these records will help create a “golden” record for each customer, helping you build your Single Customer View.

Data Ladder’s CRM Data Cleansing software can also detect mistakes in email addresses, mailing addresses, and phone numbers, significantly increasing reach and deliverability. It also enhances the quality of existing data with features such as fixing spelling mistakes in names and capitalizing names (e.g. adam smith will be replaced with Adam Smith), detecting gender based on name, subsequently enabling better marketing automation that feels truly personalized.

Our CRM data cleansing solution integrates natively with, Microsoft Dynamics CRM, and SugarCRM and has been rated the fastest and most accurate CRM data cleaning software in multiple independent studies, consistently outperforming competing solutions from IBM and SAS. Whether you’re a business user or IT, experience the power of code-free, intuitive data cleansing and increase operational efficiency today.


Our Customers

Recommended Resources

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Salesforce Data
Cleansing 101

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Increasing Customer Loyalty through
Improved CRM Data Quality

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Increase Your Marketing ROI
with Data Cleansing Software

Ready to Start Matching to Clean, Enrich, and Prepare Your Data?

During your 30-day trial, you can access DataMatch Enterprise™ risk-free. The software is user-friendly and easy to install – what you see is what you get! However, we recommend a 30 to 60-minute non-obligatory online consultation with one of our subject matter experts to help you get the most out of your free trial.

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