CRM : Gérez et fusionnez les doublons
Pour vos équipes marketing et vente, la génération et la gestion de leads sont sans conteste au cœur des stratégies déployées. Et si vous générez des leads depuis un certain temps, vous avez probablement rencontré un problème courant : la duplication des données dans votre plateforme CRM. Les doublons dans un CRM sont très courants, mais il existe heureusement des moyens efficaces d'empêcher leur création.
Qu'est-ce qu'un doublon au sein d'un CRM ?
Un doublon désigne un contact qui se retrouve plusieurs fois dans une base de données. Si cela vous arrive : rassurez- vous, vous n'êtes pas seul ! Ce type d'erreur est très courant.
En présence de doublons, il faut identifier le contact maître (source) et fusionner les données, en veillant à ne pas fusionner des contacts distincts de manière incorrecte, ce qui peut être un exercice délicat.
Mais pas de panique : avec Zoho, la gestion des doublons est grandement facilitée.
Voici comment dans un premier temps empêcher la création des doublons, et comment supprimer les doublons identifiés.
- Pour empêcher la création de doublons, et ainsi agir de manière proactive sur votre base de données, il vous suffit de marquer certains champs comme unique. Par exemple, si vous avez marqué le champ Numéro de téléphone comme champ unique dans le module Leads (Prospects), CRM vous alertera si vous créez un deuxième lead avec le même numéro de téléphone qu'un lead existant
- Pour fusionner les doublons : si toutefois vous pensez que des doublons sont toujours présents dans votre base de données, vous pouvez utiliser les outils de déduplication de Zoho CRM pour les fusionner.
Trouver et fusionner des doublons
Cette fonctionnalité sera idéal si vous savez déjà qu'un doublon existe, et que vous souhaitez le fusionner de manière isolée. Nous allons vous montrer son fonctionnement pas à pas : après avoir suivi ce guide, vous maîtriserez la fusion de contacts !
Pour ce faire, commencez par vous rendre sur la fiche du contact. Cliquez ensuite sur les trois points situés en haut à droite sur la fiche. Un volet se déroulera, vous pourrez cliquer ensuite sur "Rechercher et fusionner les doublons".
Vous aurez ensuite la possibilité de filtrer vos critères de recherche. Nous vous recommandons de choisir un filtrage par nom de famille. De cette manière, si l'un de vos contacts est inscrit dans votre base de donnée sous une autre adresse e-mail, il sera automatiquement détecté :
Après avoir cliqué sur Rechercher, les résultats seront immédiatement disponibles :
Sur cet exemple, on peut constater que le même contact est présent avec le même numéro de téléphone, mais possède une adresse e-mail différente. Il s'agit donc d'un doublon. Cliquez ensuite sur "Suivant" pour passer à l'étape suivante.
Vous aurez ensuite face à vous une interface qui vous permettra de choisir quelles données de votre client conserver. Pour cet exemple, nous choisissons de conserver l'adresse e-mail au format "Outlook". Vous avez la possibilité de choisir n'importe quel champs : origine du prospect, nom du compte, numéro de téléphone etc.
Félicitations ! Votre doublon est désormais fusionné !
Pour vérifier que le doublon a bien été fusionné, vous pouvez vous rendre sur l'historique du contact pour retrouver le fil des modifications :
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