Cover crm 04

Start with clean data, end with happy customers…

Ever attempted to move data from one platform to another? It is chaotic. And it’s all the more troublesome when you’re dealing with CRM data migration. 

If it’s not well-planned, you could be losing critical data. It’s frustrating and disappointing for everyone involved with a CRM data migration that doesn’t go as planned. 

Think about the confusion when valuable customer data is mixed up, causing lost opportunities and poor insights obtained from flawed data. 

The best way to prevent migration chaos is to ensure the data is sorted before making the big move. Just like you’d label, pack, and sort your luggage before loading it into the truck for moving. You won’t just dump your luggage into the van! 

By focusing on data quality first, you can avoid common headaches and make the transition smoother.

Here’s everything you need to know about CRM Data Migration in 2024

Understanding the Big Move: What Exactly is CRM Data Migration?

CRM data migration is the process of transferring customer data from the existing system to another, making sure not a single thing is missed during the procedure.

74% of companies found that CRM systems greatly enhance access to customer data, highlighting the importance of a smooth migration process.

Traditionally, companies use the ETL (Extract, Transform, Load) process for this migration. However, this method can be slow & cumbersome for today’s complex data needs.

The ETL Process

Instead, adopting a more agile approach can streamline the process, making it smoother and faster. An agile process includes data profiling using tools like WinPure, which helps identify and fix data quality issues before migration. 

In the same way, using automation for data cleaning, deduplication & transformation further accelerates the migration. This ensures a seamless transition to the new CRM system.

“Maintaining data integrity in our ever-expanding CRM is an ongoing endeavor, especially with duplicate and messy data entry,” says Richard Morgan, CEO of Catalyst Fund. “We employ automated software tools to flag potential duplicates based on criteria like email addresses, phone numbers, and name variations. This initial deduplication process safeguards our communication strategies and client relationships.”

Replacing The ETL Process With An Agile Process 

Migrating CRM data is much easier and more efficient when using a centralized platform. Here’s how you can do it with an agile approach:

  • Centralized Platform: Using a single platform to manage all your data avoids the confusion of handling multiple sheets and files, keeping everything organized.
  • WinPure’s Direct Integration: WinPure connects directly to your data sources, so you don’t need to manually extract data. This simplifies the process by automatically gathering all your data.
  • Data Quality and Standardization: WinPure helps identify and fix errors in your data, ensuring it is accurate and consistent. This step ensures that all your data is clean before migration.
  • Automation for Efficiency: Automating tasks like data cleaning, deduplication, and transformation speeds up the migration process, making it more efficient and less time-consuming.

Why Prioritize Data Cleaning & Deduplication Before a Migration? 

Bad data leads to errors, confusion & wasted time. Clean, accurate data ensures the new system works smoothly, providing reliable insights and a solid foundation for all future operations.

Businesses often face headaches from incomplete or messy data during migration. Missing addresses, outdated emails, and duplicate records create chaos. 

Data quality checks and cleaning processes are essential. WinPure helps identify and fix these issues, ensuring a smooth transition. How?

WinPure’s interface allows you to clean and de-duplicate data effortlessly. You can remove trailing spaces, hyphens & standardize cases. The action window can ensure all your data is clean and ready for migration. 

This tool is critical in ensuring that you retain data accuracy and manage your data to transition it to the new CRM system.

SS profiling 1

“Dealing with duplicate data can pose significant challenges for any organization,” says Matthew Ramirez, Founder of Rephrase

“In our organization, we employ automated validation procedures to flag potential duplicates by scrutinizing similarities in data fields such as names, addresses, and contact details, and employing algorithms to detect irregular patterns in the data.”

The Nightmare: Hassles in CRM Data Migration

I once went through the frustration of preparing for an important analysis report,  only to find that my data was filled with duplicate & incorrect information. It was embarrassing, to say the least!

According to Gartner, poor data quality costs organizations an average of $12.9 million annually. Beyond immediate revenue loss, it complicates data ecosystems and leads to poor decision-making over time.

Data Duplicates

Duplicate data can arise from multiple sources. Different departments entering the same customer information, system errors, or outdated records that were never properly merged. 

These duplicates clutter the CRM, making it hard to find accurate information. 

Let’s say if a sales team tries to reach out to a customer, they might encounter several entries for the same person, each with slightly different details. This not only wastes time but also leads to potential embarrassment and lost sales opportunities.

Missing Information

Incomplete data can halt critical business operations. Imagine trying to send out a product recall notice and discovering that half of your customer addresses are missing. This scenario can have serious business and legal implications. 

Incomplete data means you can’t fully understand your customers, their needs, or their history with your company. It hampers your ability to provide personalized service and make informed business decisions.

Errors and Inconsistencies

Inaccurate data might include wrong customer names, incorrect email addresses, or outdated phone numbers. 

These errors can occur during data entry, through system glitches, or from human mistakes, potentially harming customer relationships.

A simple typo in a customer’s email address can prevent important communications from being received. Over time, these small errors accumulate, leading to significant operational disruptions and loss of customer trust. 

Also, non-printable characters, the stuff you can’t see, affect your contact data. These hidden characters, such as punctuation signs like /, -, etc., can introduce significant inconsistencies that disrupt data integrity.

Businesses often spend countless hours correcting these mistakes, pulling resources away from more productive activities.

Time and Effort

CRM Data migration often demands checking & rechecking to ensure everything transfers correctly. This process can take up a substantial amount of an organization’s resources. 

Teams may spend weeks or even months cleaning up data, which diverts their attention from core business functions. The pressure to get it right can also lead to burnout and decreased morale among employees.

Here is a table with customer data that highlights these errors and inconsistencies.

Data Issues

You can see that

  • Customer IDs 001 and 002: Both entries are for John Doe with the same email and phone number but slight differences in the address (“123 Main St” vs. “123 Main Street”).
  • Customer ID 005: Jane Smith’s record lacks a phone number, which makes it challenging to contact her through that medium, potentially hindering customer service and support efforts.
  • Customer ID 003: Alice Brown’s email address has a typo (“” instead of “”), which can cause failed email communication.
  • Customer ID 004: Bob Johnson’s email address is incomplete (“bob.johnson@example”), leading to undeliverable emails.
  • Customer ID 006: Sarah Lee’s phone number is formatted inconsistently compared to other entries (“123.456.7890” vs. “123-456-7890”), creating challenges in data analysis and potentially causing errors in systems that require uniform data formatting.

Getting Ready: Pre-Migration Preparation

Why do we need to prepare like it’s a big move? Because a successful CRM data migration hinges on careful preparation. This process isn’t just about moving data from one place to another. 

It’s about ensuring that your business continues to run smoothly without interruptions. 

As per geeksforgeeks, before starting your data migration, it’s essential to review your data sources. This involves understanding their size, format, quality, support, and security conditions to ensure a seamless transition. 

Here’s how to get ready.

Setting Clear Goals and KPIs for Data Migration

Before you start, you need clear goals and key performance indicators (KPIs). 

Ask yourself: What do you want to achieve with this migration? Setting these objectives based on CRM data migration best practices ensures a focused and successful transition.

Maybe it’s better data accuracy, improved customer insights, or enhanced system performance. Whatever your goals, make sure they’re specific and measurable. 

For example, aim to reduce duplicate records by 90% or improve customer data completeness to 95%. Clear goals will guide your team and keep everyone focused on what matters most.

Securing Executive Buy-In and Team Collaboration

Executive buy-in is crucial. Without support from the top, your migration project can falter. Schedule a meeting with key executives to explain the benefits of CRM data migration and how it aligns with the company’s strategic goals.

Highlight the potential risks of not migrating, such as lost sales opportunities or decreased customer satisfaction due to poor data quality. Once you have executive support, focus on building a collaborative team. 

Involve stakeholders from different departments. IT, sales, marketing, and customer service. 

Creating a Detailed Migration Plan

Start by listing all the tasks that need to be completed before, during & after the migration. Assign responsibilities to specific team members and set deadlines. Your plan should include:

  • Data Assessment: Review your current CRM software for duplicates, errors, and missing information.
  • Data Cleaning: Clean your data to ensure high quality.
  • Backup: Create backups of your data to prevent loss during migration.
  • Testing: Test the migration process with a small dataset to identify potential issues.
  • Training: Train your team on the new CRM system to ensure a smooth transition.

Remember, the effort you put into preparation will pay off in the long run, making the transition smoother.

Step-by-Step Guide to CRM Data Migration

Guide to CRM Data Migration

The Migration process can be overwhelming. Breaking it down into manageable steps can make it straightforward. Here are a few key steps in our step-by-step guide to help you navigate the process:

Exporting Data from the Old CRM

The first step in CRM data migration is to export your data from the current CRM system. This usually involves:

  • Accessing the export function in your CRM.
  • Choosing the data fields you need.
  • Saving the export in a compatible format (e.g., CSV or Excel).

If you use WinPure, you can add your data sources directly into the platform, avoiding the need to extract data into a spreadsheet manually. This simplifies the process and reduces the chances of errors.

Cleaning and Prepping the Data

Following CRM data migration best practices during this stage will significantly enhance the quality and reliability of your data. 

Before moving your data, it’s crucial to clean and prepare it to ensure accuracy and consistency:

  • Data Cleaning: Remove duplicates, correct errors, and standardize formats. This step ensures that only clean, reliable data is migrated.
  • Data Enrichment: Add missing information and validate existing data to enhance its quality.

Manual cleaning can take countless hours and become a tedious process. 

What if you could clean the data in one click? 

SS cleansing 1

With WinPure’s data cleaning function, you can effortlessly clean and de-duplicate data without requiring any formulas or programming expertise.

Mapping and Transforming Data for the New CRM

Data mapping is about matching fields from your old CRM to the new one:

  • Identify Corresponding Fields: Ensure every piece of data from the old system has a place in the new system.
  • Transform Data: Modify the data format to fit the requirements of the new CRM. This may include changing date formats or merging fields.

Importing Data into the New CRM

Once your data is clean and mapped, it’s time for the final migration into the new CRM:

  • Upload Data: Use the import function of the new CRM to upload your prepared data file.
  • Verify Import: Check that the data has been correctly imported and is displaying accurately.

What CRM Data Migration Tool Do You Need For Successful Data Migration?

Look for features that address the core aspects of data migration: data cleaning, deduplication, mapping, and transformation. A good tool should offer an intuitive interface that simplifies complex tasks and reduces the risk of errors. 

Automation capabilities are also vital, as they save time and minimize manual intervention.

WinPure is a powerful tool to tackle these challenges head-on. Its data profiling feature helps you understand your data’s current state, identifying errors and inconsistencies. The data cleaning module lets you standardize and correct data effortlessly, ensuring high quality before migration. 

Deduplication is another key feature, allowing you to eliminate duplicate records and consolidate your data.

One of WinPure’s standout capabilities is its AI-powered entity resolution. This feature goes beyond simple matching, using AI to identify and link related records across different datasets. It ensures that all data points to the correct entities, providing a unified and accurate dataset for migration.

Moving from spreadsheets to WinPure can significantly save time, effort, and money. Spreadsheets, while useful, are prone to errors and are not scalable for large data sets. WinPure automates many of the processes that are manually intensive in spreadsheets, reducing the chances of errors and ensuring data consistency.

Quantifying the benefits, organizations using WinPure report save up to 80% of the time they would typically spend on data preparation and cleaning.

HDL Companies, using WinPure’s data match technology, improved their lead generation efficiency by over 50% and generated over $1 million in new revenue. This success highlights how effective data tools can transform business operations & outcomes. 

In the same way, Luton Borough Council used WinPure Clean & Match to manage and cleanse their property and people data efficiently. They were able to match a large dataset of 21,000 properties against their comprehensive property data in under 30 seconds. 

You know that it leads to significant time savings & improved data quality.

The Bottom Line

A successful CRM data migration process involves cleaning the data completely before moving it to a new system. But that doesn’t mean that you should spend days or weeks manually cleaning your data. 

Also, you do not need spreadsheets to manage and clean your data manually. Transition to WinPure, you can save up to 80% of the time, reduce manual effort by 90%, and cut costs associated with data errors by over $50,000 annually.

WinPure can clean and de-duplicate your data with just a few clicks, saving you time, effort, and money. It can improve lead generation efficiency and even increase revenue, as seen in the case studies mentioned.

So, move away from error-prone spreadsheets and start using WinPure. By ensuring your data is clean and accurate before migration, you set the stage for a successful CRM system that helps you better understand and serve your customers.

Fix the little things to avoid big problems.

Written by Faisal Khan

Faisal Khan is a human-centric Content Specialist who bridges the gap between technology companies and their audience by creating content that inspires and educates. He holds a degree in Software Engineering and has worked for companies in technology, healthcare, and E-commerce. At WinPure, he works with the tech, sales, and marketing team to create content that can help SMBs and enterprise organizations solve data quality challenges like data matching, entity resolution and master data management. Faisal is a night owl who enjoys writing tech content in the dead of the night 😉

Share this Post

Schedule a Demo

Explore WinPure’s award-winning data quality suite packed with capabilities like:

  • Data Profiling
  • Data Cleansing & Standardization
  • Data/Fuzzy Matching
  • Data Deduplication
  • AI Entity Resolution
  • Address Verification

…. and much more!