Computer Sorting – CRM Data Definition Example
Computers are very good at finding significant data in a large pool of information based on established alpha-numeric-symbol patterns. CRM field design establishes the purpose and content of EVERY field based on how it can be used to qualify/disqualify information from analysis. Careful field design yields quick and reliable data classification by exploiting basic computing decision points. Yes-No. Greater than-Less than. Contains-Excludes. On-off.
As an example, let’s play a game: You pick a number between 1 and 1000. I bet I can identify that number in ten guesses or less. For this example, let’s use the number 272.
Rules: You must answer the Guesses yes/no, and you must admit if your number is one of the guess-boundaries.
Guess1: Is the number above 500? Answer1 = No.
Eliminate upper 500 numbers. Now guess between 1 and 499.
Guess2: Is the number above 250? Answer2 = Yes.
Eliminate lower 250 numbers, now guess between 251 and 499.
Guess3: Is the number above 375? Answer3 = No.
Eliminate upper 125 numbers, now guess between 251 and 374.
Guess4: Is the number above 312? Answer4 = No.
Eliminate upper 62 numbers, now guess between 251 and 311.
Guess5: Is the number above 280? Answer5=No.
Eliminate upper 31 numbers, now guess between 251 and 279.
Guess6: Is the number above 265? Answer6=Yes.
Eliminate lower 15 numbers, now guess between 266 and 279.
Guess7: Is the number above 272? The number is 272.
This is a math game for kids learning to add, subtract and divide numbers (find median in range) but it also shows the logic of a search that quickly eliminates unqualified data.
[This is also a nerd drinking game with emphasis on computational speed.]
We could use a similar data-elimination approach to sort CRM Referral Information. Think of it as three tiers of data, each tier limiting the options of the next tier: Referral Type, Referral Source, Referral Contact.
REFERRAL TIER 1: Pick a TYPE:
REFERRAL TIER 2: Within TYPE COI, pick a SOURCE:
Arnold, Barr & Conner
Center City Accounting
Jane Cook, Esq.
REFERRAL TIER3: Within SOURCE Bubble Bank, pick a CONTACT
REFERRAL = COI – Bubble Bank – Colletta Cash
Once you select the TYPE, using this example, you have substantially narrowed the search to only COI entities; once you pinpoint the COI SOURCE, you’ve eliminated hundreds and hundreds of contacts who aren’t associated with that COI SOURCE. We could have a thousand contacts and you’ve drilled down to a handful in two questions.
This also allows us to “scoop” information as needed. We get the big picture of overall referral flow with TYPE (all COI), we clarify the focus with SOURCE (specific COI) then we pinpoint the CONTACT detail identifying the person who made the referral.