Annual Survey By Symphonic Source Inc. Finds Poor Data Quality is the Biggest Burden for Salesforce Users

“These results echo what we hear every day from customers – dirty data is a huge pain point.”

August 8, 2017 Dallas, TX—Survey data released today by Symphonic Source Inc. finds that Salesforce users believe that significant portions of their dataset are not useful or reliable. Salesforce users say poor data quality is to blame and poses the biggest burden to operational and organizational effectiveness.

In its 2017 Salesforce Users Benchmark Report, Symphonic Source issues a call-to-action for organizations to evaluate and reconsider the quality of their Salesforce data in order to keep pace with data acquisition and organizational goals.

The survey was conducted online in April 2017 by Symphonic Source. The 897 respondents were all Salesforce users and not necessarily customers of Symphonic Source.

The survey found:

  • Almost half (43%) are not pleased or have a neutral level of satisfaction with their Salesforce data quality.
  • More than half (58%) believe that up to 80% of their Salesforce data is not useful or reliable.
  • One in three Salesforce users (38%) count duplicate records, errors, and outdated information as reasons why their data is unreliable.
  • Over half blame poor data quality and lack of purposeful data as the main reasons they lack a complete customer profile.
  • An overwhelming majority (85%) say their biggest priority in the next 12 months will be to start improving or continue to improve data quality by deduping, organizing, and consolidating records.

Duplicate records, errors, and outdated information rank as the top reasons why users struggle with building a trustworthy and fully functional Salesforce org. One respondent wrote, “Turnover in our industry is high. We can’t keep up with the changing jobs of contacts and leads.” Another respondent blamed duplicate records specifically saying, “We catch duplicates coming into [Salesforce], but we’re not easily able to fix the ones already there.”

“These results echo what we hear every day from customers – dirty data is a huge pain point,” said Josh Davidson, Director of Sales for Symphonic Source Inc. “Data is a key asset for businesses – from marketing and sales, to reporting and forecasting. But what frustrates users is when they can’t depend on the data.”

“Based on these results, our recommendation is for Salesforce users to commit to improving the quality of their data in all ways possible,” said Lars Nielsen, President of Symphonic Source. “This means that organizations need to prioritize data improvement objectives and allocate proper resources to make raising data quality levels actually happen.”

View the complete report:


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