Customer Data Quality Checklist
Covers customer profile accuracy, contact details, consent, vehicle details, service history, complaint records, and CRM update discipline.
Sample Audit Programs
For the complete checklist, and scoring criteria download the file
1. Is a sample of CRM customer records reviewed, confirming that name, primary phone number, and email address are present and accurate for at least 90% of active customers?;
2. Are duplicate customer records identified and merged on a defined schedule, to prevent the same customer appearing under multiple profiles with inconsistent data?;
3. Are customer contact details updated at every touchpoint — service visit, sales enquiry, follow-up call — rather than left as originally entered?;
4. Are incomplete or clearly incorrect records (placeholder email addresses, sequential phone numbers, missing surnames) flagged and resolved rather than remaining in the active database?;
5. Is marketing consent status recorded against every customer record, with consent date and method of consent captured and retained?;
6. Are consent withdrawals actioned in the CRM within the defined timeframe, with the updated status preventing further marketing until re-consent is obtained?;
7. Is the customer's current vehicle correctly linked to their CRM profile, with VIN, registration, model, and colour confirmed as accurate?;
8. Are vehicle changes (trade-in, private sale, new purchase) updated in the CRM promptly, with no customer record still linked to a vehicle they no longer own?;
9. Is the service history for each vehicle accurately reflected in the CRM, with no visits missing, incorrectly attributed, or duplicated?;
10. Are complaint records linked to the customer's CRM profile, visible to staff handling future interactions, so the customer does not need to re-explain prior issues?;
Customizable Audit Programs to Suit Your Business Needs
Our flexible system allows you to create tailored question lists, group them into meaningful programs, and ensure compliance across various departments. Preview sample programs and question lists to understand how you can elevate your auditing process with ease.