Full Guide to Ongoing Salesforce Data Cleansing Process

Introduction: Understanding the Importance of Data Cleansing

Did you know that marketing campaigns in Salesforce can lose their impact if many target email addresses are invalid or outdated?

This issue not only weakens your communication efforts but also wastes valuable resources spent on planning and running the campaign. As a result, you may see reduced customer engagement, missed sales opportunities, and a drop in confidence in your CRM data’s reliability.

How to fix that? The answer is Salesforce Data Cleansing.

Data Cleansing is the cornerstone of effective Salesforce CRM Data management, ensuring that every record serves its purpose.

A 2023 report by Precisely and Drexel University found that 70% of organizations with low levels of trust in their data identified data quality as the biggest challenge to making confident decisions.

2023 Data Integrity Trends & Insights Report

Furthermore, Forrester’s Data Culture and Literacy Survey 2023, revealed that over a quarter of global data and analytics employees estimate annual losses exceeding $5 million due to poor data quality, with 7% reporting losses of $25 million or more.

It’s evident that keeping data clean is not a technical task, it’s a vital business priority. Unclean data can lead to costly errors, lost revenue, and compromised decision-making. By investing in data quality initiatives, organizations not only save resources but also build stronger customer relationships and improve overall operational efficiency.

• Differences Between Data Cleaning, Data Cleansing, and Data Deduplication
  • Data Cleaning
  • Data Cleansing
  • Data Deduplication
• What is Data Cleansing in Details?
  • Key Objectives of Data Cleansing
  • Examples of Data Cleansing in Salesforce
  • Benefits of Data Cleansing
• How to Implement Data Cleansing Process
  • Step 1: Conduct a Comprehensive Data Audit
  • Step 2: Define and Enforce Data Entry Standards
  • Step 3: Leverage Native Salesforce Tools
  • Step 4: Integrate Third-Party Applications
  • Step 5: Automate Maintenance Processes
  • Step 6: Check Key Data Quality Metrics
  • Step 7: Train and Empower Users
  • Step 8: Conduct Regular Audits
• Salesforce Features for Building an Ongoing Data Cleansing Process
  • 1. Required Fields
  • 2. Page Layouts
  • 3. Custom Field Types
  • 4. Validation Rules
  • 5. Duplicate Management
  • 6. Data Loader
  • 7. Reports and Dashboards
  • 8. Salesforce Flow
  • 9. AppExchange Tools
• Role of a Salesforce Admin in the Data Cleansing Process
• Top Recommended Salesforce Data Cleansing Tools
  • 1. Cloudingo: Merge Duplicates and Improve Salesforce Data Quality
  • 2. Deduplication, Duplicate, Data Quality & Dedupe Management
  • 3. DataTrim Data Laundry
  • 4. DataGroomr: Duplicate Management by AI
  • 5. DemandTools: Deduplicate and Manage Salesforce Data Faster
  • 6. XL-Connector: Excel Integration
  • 7. Data Quality Analysis Dashboards
• FAQs About Salesforce Data Cleansing
  • 1. How often should Data Cleansing be performed in Salesforce?
  • 2. Can Data Cleansing in Salesforce be automated?
  • 3. What is the primary difference between Salesforce Data Cleaning and Salesforce Data Deduplication?
  • 4. What are the main causes of poor data quality in Salesforce?
  • 5. What are the risks of ignoring Data Cleansing in Salesforce?
• Conclusion: Prioritize Data Quality for Salesforce Success

This guide explores the subject in-depth, breaking down the processes, tools, and Salesforce Data Cleansing best practices you need to implement a consistent and reliable approach to data quality.

Differences Between Data Cleaning, Data Cleansing, and Data Deduplication

Understanding the distinctions between Data Cleaning, Data Cleansing, and Data Deduplication is essential for any organization looking to maximize the potential of their Salesforce platform. Although these terms are closely related, each has a unique role in improving data quality and ensuring effective CRM management.

Data Cleaning

Data Cleaning in Salesforce focuses on fixing straightforward issues such as correcting typos, formatting inconsistencies, or filling in missing fields. It’s a foundational step to make data more usable for day-to-day operations. For example, updating an email address with a typographical error or ensuring all phone numbers follow the same format falls under Data Cleaning.

Data Cleansing

Data Cleansing is a term used to describe a systematic and comprehensive process to enhance the overall accuracy and reliability of data. It includes tasks such as correcting errors, enriching datasets, and merging incomplete or fragmented records. Importantly, Data Cleansing often includes Data Cleaning and Data Deduplication as sub-processes.

Data Deduplication

Data Deduplication Salesforce is the specialized task of finding and consolidating duplicate records. Duplicates can arise from manual data entry, integrations, or automated imports, and they often lead to inefficiencies and confusion. Salesforce Data Deduplication Tools like Duplicate Management features or third-party applications, which we will consider later in this article, allow organizations to identify duplicates and merge them into a single accurate record. For example, if a single customer is listed multiple times with variations in their contact information, Deduplication ensures that only one consistent profile remains.

What is Data Cleansing in Details?

Data Cleansing is the process of improving the quality of data by finding and correcting errors, removing inaccuracies, and ensuring consistency. In Salesforce, this process is vital for enabling effective customer relationship management and ensuring reliable decision-making.

Key Objectives of Data Cleansing

1. Accuracy: Correcting typographical errors, outdated information, and formatting inconsistencies.
2. Completeness: Filling in missing fields and ensuring critical data points are present.
3. Consistency: Standardizing data formats across records, such as ensuring uniform address formats.
4. Integrity: Removing duplicate entries and validating records against trusted sources.

Examples of Data Cleansing in Salesforce

• Error Identification and Resolution: Using Salesforce’s Duplicate Management to identify duplicate records and merge them into a single, accurate profile.
• Standardization: Applying Validation Rules to enforce uniform data entry formats, such as consistent phone number patterns.
• Enrichment: Integrating external data sources to populate missing fields, such as ZIP codes or industry details.

Potential Duplicates Component on Account Page Layout in Salesforce Org

Benefits of Data Cleansing

• Enhanced Efficiency: Reducing time spent on manual data corrections.
• Improved Decision-Making: Ensuring management has access to accurate and actionable insights.
• Better Customer Engagement: Providing sales and marketing teams with complete and reliable customer information.

Data Cleansing in Salesforce is not a one-time activity but an ongoing process. By incorporating automation, setting data standards, and leveraging Salesforce’s native tools and third-party apps, organizations can support high data quality and derive maximum value from their Salesforce instance.

For a deeper dive into the topic of building your own Salesforce Data Strategy, we suggest watching this presentation from the Salesforce Dreamforce 2024 conference.

How to Implement Data Cleansing Process

To achieve a comprehensive and ongoing Data Cleansing Salesforce process, organizations must follow a systematic approach. Here is an outline of all the steps, Data Cleansing Salesforce best practices, and recommendations required for successful implementation:

Step 1: Conduct a Comprehensive Data Audit

• Find duplicates, inconsistencies, and missing information across your datasets.
• Use Built-In Salesforce Tools, Reports and Dashboards to check if your data is complete, accurate, and consistent, and Duplicate Management to find and fix duplicate records.
• Utilize Apps from AppExchange, free tools like Data Quality Analysis Dashboards by Salesforce Labs, which gives you ready-made dashboards and reports to measure data quality, or paid tools like Cloudingo or DemandTools, which can do more advanced audits and cleanups.
• Try manual reviews, export your data to Excel or Google Sheets, and review it for errors, duplicates, or missing information, for example with the XL-Connector app.
• Create Custom Solutions, build your own scripts, or use Salesforce APIs to check your data quality and create reports.

Salesforce Labs Data Quality Analysis Dashboards on AppExchange

Step 2: Define and Enforce Data Entry Standards

• Set up Validation Rules to enforce consistent data entry, such as requiring properly formatted email addresses or phone numbers.
• Standardize naming conventions for fields like account names and addresses.
• Educate users on the importance of entering accurate and complete data.

Creating a New Validation Rule for Account Object in Setup

Step 3: Leverage Native Salesforce Tools

• Use Salesforce’s Data Loader for bulk updates, inserts, or deletions.
• Enable Validation Rules and Salesforce Flow to automate tasks like data validation or notifications for missing fields.
• Schedule periodic data quality checks using Salesforce’s reporting features.

Export Account Records Process With Web Version of Data Loader

Step 4: Integrate Third-Party Applications

• Adopt third-party tools for advanced deduplication, enrichment, and data management Salesforce tasks.
• Utilize solutions from the Salesforce AppExchange to manage Data Cleansing processes efficiently and effectively.

Data Cleansing Apps Category on Salesforce AppExchange

Step 5: Automate Maintenance Processes

• Schedule recurring Data Cleansing tasks to keep accuracy and reliability.
• Set up triggers and workflows to find and resolve common errors automatically.
• Automate alerts to notify admins of critical data quality issues.

Creating Automation Flow with Salesforce Flow Builder in Setup

Step 6: Check Key Data Quality Metrics

• Define KPIs such as completeness, accuracy, and timeliness to track data quality improvements.
• Create dashboards for stakeholders to visualize ongoing data health metrics.
• Use historical trends to identify recurring issues and prevent them.

Step 7: Train and Empower Users

• Provide regular training on Salesforce features like Validation Rules and Duplicate Management.
• Encourage users to follow best practices for data entry.
• Make relevant training resources like the “Data Quality” Trailhead module accessible to all team members.

Data Quality Module on Salesforce Trailhead

Step 8: Conduct Regular Audits

• Perform data reviews quarterly or semi-annually, depending on data activity.
• Use auditing tools and manual checks to ensure data remains clean and actionable.
• Document findings and adjust cleansing processes as needed.

Insight:

By making Data Cleansing a continuous process, organizations can unlock the full potential of their CRM and make informed, impactful decisions.

Salesforce Features for Building an Ongoing Data Cleansing Process

The bunch of Salesforce Data Cleansing tools for admins is offered to help organizations build and support an ongoing Data Cleansing process. These tools and features help ensure data quality, reliability, and alignment with business goals. Below are the essential Salesforce features for an effective Data Cleansing process:

1. Required Fields

Required Fields in Salesforce ensure that critical information is entered before a record can be saved. For example, requiring fields like “Email” or “Phone Number” ensures data completeness from the outset.

Required Checkbox in Custom Field Setting in Setup

2. Page Layouts

Page Layouts allow admins to control which fields are visible and required for specific users. This customization ensures that only relevant data is collected, reducing unnecessary or incomplete entries.

Required Checkbox in Field Settings on Page Layout in Setup

3. Custom Field Types

Custom Field Types allow admins to define data formats, such as picklists, checkboxes, or date fields, to keep consistency and reduce errors during data entry.

Field Type Selection Screen in Setup

4. Validation Rules

Validation Rules enforce data entry standards by ensuring that only correctly formatted data is saved. For instance, rules can ensure email addresses follow a valid format or that numeric fields do not contain text.

5. Duplicate Management

Salesforce Duplicate Management features, in particular Duplicate Rules, help identify and merge duplicate records automatically. This feature prevents duplicate creation at the point of entry and during data audits.

New Duplicate Rule Creating Screen in Setup

6. Data Loader

The Salesforce Data Loader is a powerful tool for bulk data operations, including importing, updating, and deleting records. It is particularly useful for large-scale Data Cleansing tasks.

7. Reports and Dashboards

Reports and Dashboards in Salesforce help monitor data quality by providing insights into metrics like data completeness, accuracy, and duplicates. Dashboards can visualize trends over time for better decision-making. Salesforce offers the Data Quality Analysis Dashboards App, which offers prebuilt dashboards to track and analyze the quality of your Salesforce data, making it easier to identify areas that require improvement and take corrective actions.

8. Salesforce Flow

Salesforce Flow automates repetitive processes, such as identifying and resolving data inconsistencies. It enables admins to design flows that enhance data quality without manual intervention.

9. AppExchange Tools

Third-party applications from the Salesforce AppExchange, for example, those that we will consider later in this article, offer advanced Data Cleansing capabilities, including deduplication, enrichment, and bulk updates.

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Role of a Salesforce Admin in the Data Cleansing Process

Salesforce admins play a pivotal role in ensuring the success of Data Cleansing initiatives. Their technical expertise and understanding of organizational data flows make them indispensable in maintaining data accuracy and integrity. Here’s how they contribute to the process.

1. Configuration of Tools and Features: Admins set up Salesforce’s built-in tools such as Duplicate Management, Validation Rules, and Data Loader. They ensure these tools are optimized to meet the organization’s data quality requirements.
2. Regular Data Audits: Admins routinely audit Salesforce data to find duplicates, incomplete records, or outdated information. They create reports and dashboards to monitor data quality metrics like accuracy, completeness, and consistency.
3. Managing Data Entry Standards: By defining and enforcing data entry standards, admins ensure consistency across all records. For example, they might implement picklists for standardizing fields or enforce naming conventions to avoid inconsistencies.
4. Integrating Third-Party Applications: Salesforce admins evaluate, integrate, and manage third-party tools from AppExchange. These apps help streamline complex tasks like deduplication, data enrichment, and bulk updates.
5. User Training and Support: Admins train users on best practices for data entry and cleansing processes. This reduces errors at the source and supports a culture of responsibility among users.
6. Automation of Maintenance Tasks: Admins set up workflows and triggers to automate recurring data maintenance tasks. Automation minimizes manual effort and ensures Salesforce data hygiene.
7. Continuous Improvement: Admins collaborate with stakeholders to refine data quality strategies, ensuring alignment with evolving business needs. They also stay updated on Salesforce releases to leverage new features for better data management.

Insight:

You can hire an experienced outsourced Salesforce admin through specialized Salesforce admin services to set up and manage your Data Cleansing process effectively.

Admins not only configure tools and enforce data quality standards but also implement strategies that drive measurable improvements in your data hygiene in Salesforce, directly impacting your organization’s success.

Top Recommended Salesforce Data Cleansing Tools

Salesforce AppExchange offers a variety of applications tailored to different organizational needs. These apps can help simplify deduplication, standardization, and overall data management, ensuring your Salesforce data stays accurate, actionable, and reliable. Here’s a list of apps to help organize your Salesforce Data Cleansing Process.

1. Cloudingo: Merge Duplicates and Improve Salesforce Data Quality

Cloudingo: Merge Duplicates and Improve Salesforce Data Quality on AppExchange

Overview: Cloudingo, developed by Symphonic Source, is a robust Salesforce application focused on simplifying Data Cleansing processes. It specializes in identifying and merging duplicate records, importing data without duplications, and ensuring consistency in your Salesforce org. Its customizable matching rules and automated deduplication options allow businesses to support clean, reliable data while saving time and reducing manual errors.

Key Features:

• Customizable Deduplication: Create flexible filters and rules for detecting duplicates, including fuzzy and exact matches.
• Automated Deduplication: Schedule real-time or background merging of duplicates for Leads, Contacts, and Accounts.
• Data Import Deduplication: Identify and merge duplicates during data imports without affecting existing records.
• Mass Updates and Deletes: Update or remove outdated records in bulk to maintain data hygiene.
• Undo and Restore Merges: Rollback merges with a data backup solution to avoid costly mistakes.

Pricing: Standard subscription – $2,500 USD/company/year. Professional subscription – $6,000 USD/company/year. Enterprise subscription – $10,000 USD/company/year. Free 10-day trial available. Discounts are available for nonprofits.

Rating: 4.81 (540+ reviews) ⭐ ⭐ ⭐ ⭐ ⭐

Link: Cloudingo: Merge Duplicates and Improve Salesforce Data Quality on AppExchange

2. Deduplication, Duplicate, Data Quality & Dedupe Management

Deduplication, Duplicate, Data Quality & Dedupe Management on AppExchange

Overview: This app by DQE complements Salesforce Data Cleansing tools by offering powerful tools for deduplication and data quality enhancement. With smart contextual matching and global data coverage, this app ensures that duplicate records are identified and managed effectively, whether in real-time or in bulk. This product automates Salesforce Data Cleansing with the bulk merge app. It’s native Salesforce integration and cloud compatibility make it a robust solution for maintaining high data quality standards.

Key Features:

• Advanced Deduplication: Utilize exact and fuzzy matching to find and merge duplicates across customer data.
• Bulk Data Processing: Manage large-scale deduplication with high-volume bulk processing capabilities.
• Global Data Quality: Validate and cleanse customer contact details, including names, addresses, emails, and phone numbers, for over 240 countries.
• Customizable Matching Rules: Tailor matching rules to suit your organization’s specific needs.
• Comprehensive Reporting: View detailed duplicate statistics and quality indicators with insights by matching rules.

Pricing: DataQ (Record validation of customers contact details): $90 USD/5,000 Records/year (30-day free trial). Unify (Deduplication and database merging): $17 USD/5,000 Records/month (30-day free trial). More details on the official website. Discounts are available for nonprofits.

Rating: 5.0 (22+ reviews) ⭐ ⭐ ⭐ ⭐ ⭐

Link: Deduplication, Duplicate, Data Quality & Dedupe Management on AppExchange

3. DataTrim Data Laundry

DataTrim Data Laundry on AppExchange

Overview: DataTrim Data Laundry by d2b International ApS offers an all-in-one solution for assessing and improving data quality in Salesforce. With out-of-the-box dashboards and automated Data Cleansing tools, it helps organizations validate and standardize customer data, ensuring accuracy and consistency. Its global data recognition functionality and customizable workflows make it ideal for managing Leads, Accounts, and Contacts across various regions.

Key Features:

• Data Quality Dashboards: Visualize data quality scores and key quality indicators with user-friendly dashboards and reports.
• Automated Cleaning: Validate and standardize customer data, including names, addresses, phone numbers, and emails.
• Global Coverage: Ensure data accuracy across over 240 countries with local preferences and language support.
• Job Title Mapping: AI-based algorithms map job titles into standardized picklist values for campaigns and segmentation.
• Laundry Basket Concept: Simplify the cleaning process with categorized baskets for addressing specific data issues.

Pricing: Limited solution for free. Unlimited User License: $499 USD/organization/year.

Rating: 4.8 (5+ reviews) ⭐⭐⭐⭐⭐

Link: DataTrim Data Laundry on AppExchange

4. DataGroomr: Duplicate Management by AI

DataGroomr on AppExchange

Overview: DataGroomr brings AI-driven technology as Salesforce Data Cleansing tool and data deduplication in Salesforce. This app allows organizations to find and merge duplicate records effortlessly without complex setup or manual rules. Its intelligent algorithms improve over time, providing reliable data quality management for both small and large datasets.

Key Features:

• AI-Powered Deduplication: Leverage machine learning to find and merge duplicates automatically.
• Smart Duplicate Handling: Customize merge rules and train AI models to fit specific organizational needs.
• Bulk Data Operations: Manage large datasets by merging, importing, updating, and verifying data in mass.
• Data Standardization: Normalize phone numbers, addresses, and other key fields with prebuilt transformation rules.
• Automated Maintenance: Schedule regular deduplication and cleansing tasks to ensure ongoing data health.
• Global Validation: Verify emails, addresses, and phone numbers for accuracy and reliability.

Pricing: Micro subscription – $99 USD/company/year. Standard subscription – $1,195 USD/company/year. Professional subscription – $2,395 USD/company/year. Enterprise subscription – $4,795 USD/company/year. Free trial available for 14 days. Discounts are available for nonprofits.

Rating: 4.97 (79+ reviews) ⭐⭐⭐⭐⭐

Link: DataGroomr on AppExchange

5. DemandTools: Deduplicate and Manage Salesforce Data Faster

DemandTools. Deduplicate and Manage Salesforce Data Faster on AppExchange

Overview: DemandTools by Validity, Inc. is a powerful and secure data quality platform that accelerates Data Cleansing processes in Salesforce. It offers comprehensive tools for deduplication, standardization, bulk updates, and lead management. With its customizable matching algorithms and automation capabilities, DemandTools helps organizations ensure accurate and actionable Salesforce data with minimal manual effort.

Key Features:

• Advanced Deduplication: find and merge duplicates with customizable filters and matching algorithms.
• Bulk Data Operations: Insert, update, delete, and export records in mass to streamline data management.
• Email Verification: Validate email addresses for syntax, domain existence, and accuracy.
• Mass Record Updates: Make bulk changes without exporting data, using formulas or hard-coded values.
• Automated Data Cleansing: Schedule deduplication and data hygiene tasks for consistent maintenance.
• Undo and Restore Options: Roll back data changes with auto-generated restore files.

Pricing: From $11 USD/Salesforce license/month. Free trial available for 14 days. Discounts are available for nonprofits.

Rating: 4.71 (440+ reviews) ⭐⭐⭐⭐⭐

Link: DemandTools on AppExchange

6. XL-Connector: Excel Integration

XL-Connector Excel Integration on AppExchange

Overview: XL-Connector by Xappex LLC bridges the gap between Salesforce and Microsoft Excel, enabling seamless management of data and metadata directly from Excel. With features for mass updates, metadata editing, and offline work capabilities, XL-Connector streamlines Salesforce Data Cleansing tasks while leveraging Excel’s familiar interface. Here is a detailed XL-Connector review.

Key Features:

• Bulk Operations: Mass create, update, or merge records for Accounts, Leads, Opportunities, and more.
• Seamless Excel Integration: Retrieve Salesforce data into Excel and sync changes back without the hassle of CSV files.
• Offline Capability: Work offline and sync updates once reconnected.
• Metadata Management: Manage fields, validation rules, processes, picklists, and security settings efficiently.
• SOQL Querying: Fetch data easily using Salesforce Object Query Language without coding.

Pricing: Limited features available for free. Advanced features are available for a 30-day trial period. Discounts are available for nonprofits. Pricing details are available on the official website.

Rating: 4.84 (214+ reviews) ⭐⭐⭐⭐⭐

Link: XL-Connector: Excel Integration on AppExchange

7. Data Quality Analysis Dashboards

Data Quality Analysis Dashboards on AppExchange

Overview: Data Quality Analysis Dashboards by Salesforce Labs is a free Salesforce app designed to monitor and improve data quality across standard objects. It provides dashboards with custom formula fields to track data quality scores and record completeness, making it easy to identify gaps and inconsistencies in your CRM data. Its intuitive design helps organizations maintain data accuracy and reliability without additional costs.

Key Features:

• Data Quality Scoring: Evaluate and track data quality on standard objects like Leads, Accounts, and Contacts.
• Customizable Descriptions: Identify gaps in record data with helpful guidance on missing information.
• Intuitive Dashboards: Visualize data quality trends to address deficiencies effectively.

Pricing: Free.

Rating: 3.6 (67+ reviews) ⭐⭐⭐⭐

Link: Data Quality Analysis Dashboards on AppExchange

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FAQs About Salesforce Data Cleansing

1. How often should Data Cleansing be performed in Salesforce?

Data Cleansing should be performed regularly based on the volume and frequency of your data changes. For most organizations, a quarterly or biannual schedule is recommended, though high-activity environments may require monthly reviews.

2. Can Data Cleansing in Salesforce be automated?

Yes, Salesforce offers built-in tools like Duplicate Management and Validation Rules that can automate parts of the Data Cleansing process. Additionally, third-party apps from AppExchange can handle more complex automation tasks.

3. What is the primary difference between Salesforce Data Cleaning and Salesforce Data Deduplication?

Data Cleaning Salesforce involves correcting errors, filling in missing information, and ensuring data accuracy, while Data Deduplication focuses on finding and merging duplicate records to support data integrity.

4. What are the main causes of poor data quality in Salesforce?

Common causes include manual data entry errors, inconsistent data formats, lack of standardized processes, and integration issues with external systems.

5. What are the risks of ignoring Data Cleansing in Salesforce?

Ignoring Data Cleansing can lead to inaccurate reporting, inefficiencies in sales and marketing efforts, and poor customer experiences due to unreliable information.

Conclusion: Prioritize Data Quality for Salesforce Success

Keeping Salesforce data accurate and clean is essential for running a successful business. This guide has shown how Data Cleansing can improve your organization by highlighting the tools, steps, and strategies needed to ensure reliable data.

By combining advanced apps from AppExchange and the built-in Data Cleansing tools Salesforce offers, your organization can not only fix duplicate records but also standardize formats and enrich data with missing information.

Regular data audits, combined with scheduled automated maintenance, keep your CRM data in excellent shape. Additionally, providing users with proper training ensures a culture of data responsibility, further minimizing the risk of errors.

When you prioritize Data Cleansing as a continuous process, your Salesforce system transforms into a powerful resource for smarter decision-making, improved workflows, and stronger customer relationships. Clean data not only drives operational efficiency but also sets the foundation for long-term business success.

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