CRM Diagnostic: Scoring, Fixing and Monitoring Your CRM Data Quality

Watch: CRM Diagnostic in 5 minutes

A walkthrough of the five parts of CRM Diagnostic: the Overview trust score, Strategic Insights, the four fix-it reports (duplicates, formatting, missing data, stale data) and automatic diagnosis with alerts.

Why use CRM Diagnostic

CRM Diagnostic gives you an ongoing view of the health, staleness and quality of your CRM. It rolls everything into one trust score out of 100, shows you what is wrong record by record, and lets you fix it in one click or keep it fixed automatically. Running a diagnostic is always free.

Use it when you want to:

• Know how far you can trust your CRM before you build a forecast, report or campaign on it

• Find and merge duplicate accounts and contacts

• Fill missing fields such as country, industry and website from CRED's data

• Catch stale revenue, headcount, head-office and ad-spend values before your team acts on them

• Keep your CRM as fresh as CRED's daily-updated data without manual clean-ups

Where to find it

• Actions → CRM Diagnostic in the main navigation.

• Integrations → your connected CRM → CRM Diagnostic, listed as an action on the integration.

CRM Diagnostic works on integrations categorised as CRMs. If you connect more than one CRM, you can view each one on its own or blend them into a single analysis.

How to set it up

Prerequisites:

• At least one CRM connected under Integrations

• Enrichment credits, if you want to apply fixes (diagnostics themselves are free)

1. Open CRM Diagnostic and choose your CRM

Go to Actions → CRM Diagnostic. Use the CRM selector to pick one connected CRM, or blend all of them together.

2. Read your trust score on the Overview

The Overview page gives you one trust score out of 100, built from five measures: completeness, freshness, enrichment, consistency and uniqueness. Below it you'll find:

• The top issues affecting trust, in priority order

• Your pending actions

• A time-series chart showing whether data quality is improving or slipping

• The key fields where issues were found

• How your CRM's accuracy and coverage compare to CRED's

3. Explore Strategic Insights

The Strategic Insights page breaks your CRM down by area: contact coverage, hygiene, entity resolution, cross-system comparisons, pipeline health, forecast categories, deal forensics, win/loss patterns, and renewals and activity.

4. Fix issues with the four reports

Each report finds one type of problem. You can fix everything at once in one click, or review and fix records one by one.

• Manage Duplicates: finds records with very similar names so you can merge them.

• Formatting Issues: flags values in the wrong format, such as country fields that aren't in ISO format. For each record you see your CRM's current value, CRED's suggestion, CRED's data accuracy and when CRED last refreshed the data.

• Missing Data: shows empty fields such as country, industry or website, with CRED's blended accuracy and last-updated date, so you can enrich the record.

• Stale Data: finds values that CRED has newer data for, such as revenue, headcount, head office or ad spend.

💡 Tip: From any report you can export the records to CSV or create a list from them, so you can review the fixes or share them with your team first.

5. Turn on automatic diagnosis, auto-fix and alerts

In the diagnostic settings, choose how often CRED should run the diagnosis: daily, weekly or monthly. From there you can also:

• Turn on auto-fix, so issues are fixed automatically and your CRM stays as fresh as CRED's daily-updated data

• Choose who receives alerts when the overall data quality drops below a threshold, or when a critical metric or the score drops by a set number of points

💡 Tip: Run a few manual fixes first to see what CRED changes before you turn on auto-fix.

6. Confirm it worked

After you apply fixes, the related issues disappear from the report and your trust score updates. Over time the Overview trend chart should move upwards. To share the results with your data quality team, use Export PDF.

Credits

Credits are only used when a fix is applied, never when issues are detected.

Full breakdown: credit consumption table · FAQs (Credits)

Permissions

• Admins connect CRMs, set the diagnosis schedule, turn on auto-fix and manage alert recipients.

• Members with access to the connected CRM can view diagnostics and reports, export them and apply fixes using their credit allocation.

More on roles: CRED Role Overview: Admin & Member

Data privacy

• CRM Diagnostic reads the records already synced from your connected CRM. It doesn't pull anything new into CRED.

• Nothing changes in your CRM until you, or auto-fix if you turn it on, apply a fix.

• You only see diagnostics for data you already have permission to view.

• Contact data used for fixes is sourced and processed in line with CRED's GDPR commitments.

Details: GDPR & Data Privacy in CRED

FAQs

Does running a CRM diagnostic use credits?
No. Diagnostics are always free, however often you run them. Credits are only used when you apply a fix, such as enriching a record or refreshing stale data.

Why don't I see CRM Diagnostic?
It only appears once a CRM is connected under Integrations. Other integration types aren't supported yet. If a CRM is connected and you still can't see it, ask your Admin to check your access.

Can I see all my CRMs together?
Yes. Use the CRM selector to view one CRM at a time or blend them into one analysis.

How is the trust score calculated?
It's a score out of 100, built from completeness, freshness, enrichment, consistency and uniqueness across your CRM records.

Will CRED change my CRM without asking?
Only if you turn on auto-fix. Otherwise every fix is applied by you, either in bulk or record by record.

How do I share the results with my data team?
Use Export PDF for a summary, or export a CSV or create a list from any report.

Related articles

• CRM Integration

• CRM Hygiene & Sync

• CRED × CRM — How the integration works in the CRED UI

• FAQs (Credits)