October 26, 2021

Automation – CRM Data Entry

Rep on a call in an office
Photo by bruce mars on Unsplash
773 words; 3 min 5 sec reading time



Customer Resource Management or CRM systems are vital to an organization's success. A well-implemented CRM system can have as much as a 245% ROI (Introhive). However, a CRM system is only as strong as the data it contains. The weakest link in CRM systems and their reliance on human input. In a recent study, 2/3 of all sales reps admitted to not logging customer interactions and knowingly creating duplicate logged entries (HubSpot). This lack of relevant customer information is detrimental to the sales team and the organization as a whole. From inventory to marketing to finance and accounting, many different teams within an organization rely on the data inputted into their CRM. CRM systems containing partial, missing, or inaccurate information will lead to sales teams missing or completely losing new prospects or existing customers. Furthermore, leadership making decisions based on inaccurate information could be detrimental to the organization as a whole.  

When examining the source of inaccurate or missing information within a CRM, it is not as straightforward as sales reps purposely being lazy and not inputting data. Many times, sales reps are matrixed on both the volume of calls they make and the conversions that those calls lead to daily. This leads many organizations and reps to load call after call, with little to no time in-between to add in notes. Then the rep has to try and go back in hours later and remember individual details about each of the calls they made.  

TRANSITION TO automated CRM system

Now, imagine if there was a product that would automatically capture relevant information in every call made, create curated notes after the fact, and automatically update all appropriate CRM fields with just a click of a button. To many business leaders, this sounds like fantasy. However, CRM automation is here. With Inteligems™, teams across an organization can seamlessly update their CRM after every call without manually taking notes.


CRM data entry is a monotonous but vitally important aspect to any sales rep market researcher or customer success agent. On average, employees spend five and a half hours a week inputting data to their CRM. This equates to organizations spending over $13,000 a year per rep, just on data entry ($50/hr, 48 work weeks). Aren't there better ways for sales reps to spend their time? Wouldn't their time be better spent selling instead of spending one-eighth of their total working hours inputting data? The introduction of CRM data automation will drastically impact anyone who is customer-facing and interacts with prospects or existing clients constantly. Not only will automation save employees time, but it will also improve their productivity. 75% of sales reps stated they would be more productive if they spent less time on data entry. Sales rep's cold call can now spend the five and a half hours they would have spent inputting data, market researcher's conduction interview, and sales managers reviewing strategic accounts.

Automation Leads To More Robust CRM

CRM data entry automation will improve the use case of the CRM itself. Currently, 88% of CRM users admit entering incomplete contact information, with 69% knowingly disclosing their CRM information as outdated. This means that almost every CRM system contains incomplete information. CMR data entry automation will eliminate this problem moving forward. Instead of 2/3 of sales reps not logging every call and having repeated entries for prospects convoluting their system, this data would be accurately captured. If CRM systems already have demonstrated their value while only partially accurate, what will their impact be when they truly capture all insights and information? Customer-facing employees will be more productive. Managers and executives will have a clearer view into the intricacies of their business and will make decisions based on accurate information. Imagine the insights into customers, clients, and leads that will occur when call data is being accurately captured and logged into the CRM system.


Gone will be the days of employees having to interrupt their sales calls, market research, and customer interactions just to input data. Instead, with the click of a button, all relevant information from a call or discussion will seamlessly be integrated into the organization's CRM system. The time savings will lead to overall higher productivity. Finally, the CRM system as a whole will provide substantially more value to the company. With automation, a higher volume, accompanied by high-quality insights, will always be uploaded to CRM after every call, no need to worry about someone forgetting what they talked about in the call or even forgetting to input the data altogether.

© 2021 Inteligems, Inc. All Rights Reserved.

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