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ServiceTitan CRM Data Quality Assessment: Top 5 Issues

crm assessment

Owning a business in the HVAC industry is no small feat. One crucial aspect that often gets overlooked in the day-to-day operations of home service businesses is the quality of customer data stored in ServiceTitan. As we rely more and more on innovative technological tools and automation to streamline our processes, it’s imperative that we ensure our data is accurate, complete, and up-to-date.

For your learning, this blog post will dive into the top issues with customer relationship management (CRM) data quality found through assessment, and give insight into how addressing these issues can lead to increased efficiency and greater success for your business. So let’s take a closer look at why data quality matters for your HVAC company.

Why ServiceTitan data quality matters

Having accurate and reliable customer data in ServiceTitan is crucial for the success of your HVAC business. Without high-quality data, it becomes difficult to effectively manage operations. Here are some specific reasons why data quality matters.

Better decision-making

Inaccurate or incomplete data can lead to poor decision-making for your business. For example, if you’re relying on outdated customer information, you may miss out on potential upsell opportunities or make incorrect assumptions about your customer’s needs. 

By maintaining high-quality data in ServiceTitan, you can make more strategic decisions for your business with more confidence and ensure informed planning.

Improved efficiency

Investing time and resources into identifying issues and cleaning up data can save you valuable time and effort in the long run. You’ll see a significant improvement in efficiency. 

With accurate and complete data, you can perform analyses to target audiences with better effectiveness, ensure the success of any given marketing and advertising campaign, streamline your sales processes, and provide better service delivery.

Cost savings

Poor data quality can also lead to significant money loss for your business. Data errors can result in missed appointments or incorrect billing, leading to lost revenue. By prioritizing data quality, you can avoid these costly mistakes and ultimately save money to improve your company’s financial performance.

Better customer relationships

Customers expect businesses to have accurate and up-to-date information about them. High-quality data ensures that your customer interactions are personalized and tailored to their specific needs. Ensuring a better customer experience can lead to stronger relationships and increased customer loyalty.

Competitive advantage

In today’s digital age, data is a valuable asset for businesses. Good data quality allows you to gain a competitive advantage over other HVAC companies in your area, as it allows you to provide better service and build your reputation, setting you apart from the competition.

Top 5 issues from CRM data quality assessment in ServiceTitan

Addressing issues with CRM data quality is crucial for maximizing the benefits of using ServiceTitan. Let’s take a closer look at common issues found during assessment.

1. Inaccurate campaign lead allocation

One of the most prevalent issues found during the CRM data quality assessment is the misattribution of leads to the wrong marketing campaigns. This error significantly skews critical data, such as cost per lead and return on investment (ROI), making it challenging for business owners to assess the effectiveness of their marketing strategies accurately. 

When leads are incorrectly allocated, it not only distorts the performance metrics of campaigns but also hinders the ability to make informed decisions regarding marketing spend and strategy adjustments. 

Identifying and correcting these inaccuracies is essential for ensuring the data reflects a true picture of campaign performance and for optimizing marketing efforts to yield the best possible ROI.

2. Quality leads categorized as abandoned calls

Not all calls that are categorized as abandoned are truly lost opportunities. A considerable number of these so-called “abandoned calls” are, in fact, high-quality leads that have been mislabeled due to manual entry errors or technical glitches. 

This misclassification presents a significant challenge for HVAC businesses, as it can distort the actual performance of marketing channels, affecting the accuracy of data and metrics.

Reclassification services are essential in addressing this issue. They ensure that leads wrongly categorized as abandoned are correctly identified and reclassified. By doing so, businesses can clean up their data, ensuring that each marketing channel’s performance is accurately reflected. 

This process is crucial for maintaining clean data, which in turn supports precise tracking of lead numbers, revenue generation, and CPL calculations, thereby enabling more insightful and strategic decision-making.

3. Inaccurate reporting

A pervasive challenge within HVAC businesses is inaccurate reporting, largely stemming from improperly categorized data. Inaccurate reporting not only misrepresents the success of various operations but also hampers the strategic decision-making process. 

Reclassifying what are initially marked as abandoned calls is a critical step toward rectifying this issue. It ensures that call data is accurate, providing a clearer picture of average times for abandoned calls, peaks in call volume, and how effective the call handling process is. 

By addressing these inaccuracies, businesses can optimize staffing, adjust operational hours, and improve customer service protocols to better meet demand and enhance customer satisfaction.

4. Incorrect data entry

Incorrect data entry remains one of the primary concerns for HVAC businesses. This problem disrupts operational efficiency and compromises the reliability of business analytics, potentially leading to misguided business decisions.

Reclassification services play a pivotal role in addressing incorrect entries through the use of data cleansing techniques. These services identify and eliminate duplicate records, correct misentered information, and standardize data formats across the system. 

This comprehensive approach ensures the integrity and reliability of the data, which is crucial for accurate reporting, analysis, and subsequent decision-making processes.

5. Lack of data standardization

Inconsistent formatting and naming conventions within your CRM can make it challenging to sort and analyze data accurately. This lack of standardization can also lead to difficulties in integrating data with other systems and reporting accurately.

Looking for help managing customer data? Choose Build Media Group

Regularly assessing and addressing data quality is a vital step in optimizing the use of ServiceTitan for your business. By addressing these top issues, you can ensure that your CRM data is accurate, complete, and up-to-date, allowing you to make better decisions, improve efficiency, save costs, build stronger customer relationships, and gain a competitive advantage.

If you’re in need of help managing your customer data, choose Build Media Group. Our team of experts has extensive experience in helping home service businesses like yours make the most out of their CRM system. At Build Media Group, we implement a detailed strategy for cleaning up and reclassifying data for our clients.

For professional help in strategic management, contact us today for reclassification services!