CRM data hygiene
CRM data hygiene is the ongoing work of keeping CRM records complete, accurate, deduplicated and current, so routing and reporting can rely on them.
In practice
Routing, scoring, forecasts and every AI tool read the CRM. Duplicates, missing fields and stale records turn into misrouted leads, wrong reports and agents working from bad inputs, so hygiene comes before any automation.
Track a few measures over time: duplicate rate, completeness of required fields, share of records updated in the last 90 days and the bounce rate on contact emails. Fix the cause at entry, through validation and enrichment, as well as cleaning the backlog.