How to balance automation and accuracy in Salesforce data verification: insights from our projects

Managing a massive amount of data can quickly become overwhelming as your business operations expand. Inaccurate data, like wrong contact info or outdated details, can lead to wasted resources and frustrated customers.

Automation promises efficiency, but if not done right, it can also spread errors across your systems. The more you automate, the higher the chance of amplifying mistakes. Potential data silos can lead to frustration within your team and a loss of customer trust, making it harder to keep everything running smoothly.

The good news is that you don’t have to choose between automation and accuracy. You can maintain speed and precision by integrating solid data verification practices with your automated workflows. In this article, we’ll share insights from our projects, showing how we’ve successfully automated verification in Salesforce while ensuring reliable, accurate data.

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Case #1: enhancing email management

FIBR, a digital bank, was overwhelmed with the manual interventions in automation by creating and tracking 2,000 emails per month. Their team spent up to 500 hours monthly on this, which took time away from higher-value tasks and led to inconsistencies in customer communications, risking their brand reputation.

FIBR’s team sought to automate their email processes but faced a challenge integrating their Salesforce Service Cloud with a custom AWS system. This integration was crucial to ensuring data flow and personalizing emails while maintaining accuracy.

We partnered with FIBR to implement Salesforce Marketing Cloud and integrate it with their Service Cloud. Our team of over 50 experts worked on:

• Setting up Sender Authentication Package (SAP) for branded emails;
• Configuring Send Classifications to ensure accuracy;
• Automating emails using AMP-Script for dynamic content;
• Creating personalized customer journeys with Journey Builder.

While automation helped, manual checks were still necessary to verify data accuracy before sending. Once integrated, the solution allowed FIBR’s team to focus on customer service, reducing manual email tasks by 100% and increasing customer engagement by 30%.

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Case #2: donation and grant processing automation

As the humanitarian crisis caused by the Russian invasion of Ukraine intensified, Nova Ukraine faced a flood of over 10,000 donations, straining its manual systems. Staff spent hours on data entry, leading to errors, duplicate entries, and inefficiencies that distracted from their core mission of delivering aid.

Nova Ukraine turned to Noltic for a solution. We implemented a customized Salesforce system to automate manual tasks of donation processing and grant management, addressing their challenges head-on:

• Automated data entry to reduce errors and speed up processing;
• Duplicate detection to ensure clean data;
• Streamlined background checks for quicker, accurate grant approvals;
• Real-time reporting for better tracking and accountability;
• A hybrid approach of automating tasks and keeping manual checks of critical data allowed Nova Ukraine to control essential processes.

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The results were transformative:

• 75% reduction in manual processing time, freeing up resources for aid delivery;
• 95% accuracy in donor data tracking;
• Processing of 12,000+ donations in a few months;
• Improved background checks, boosting trust among donors and stakeholders.

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Case #3: combining accuracy and automation in the verification platform 

When the full-scale war in Ukraine began, Zenoo recognized the need for a better way to match refugees with safe housing. The manual systems they used were inefficient, risking errors and exploitation. They needed a solution that could accelerate host verification while ensuring safety.

Zenoo partnered with us to create the Freedom ID platform using Salesforce. Our team faced challenges integrating various verification methods, such as government IDs and biometric checks, but worked closely with Zenoo to build a solution that included:

• Automated ID processing for quick host verification;
• Multi-layered verification system to minimize errors and wait times;
• Admin oversight features for nonprofit organizations to track and manage hosts efficiently;
• Collaboration with third-party providers for enhanced security.

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While most tasks were automated, manual checks were still necessary to ensure data accuracy. When discrepancies were flagged, trained personnel reviewed the cases to maintain integrity.

The results were impressive:

• 50% faster host verification compared to previous methods;
• Increased safety for refugees, reducing risks of exploitation;
• Improved collaboration among nonprofit organizations managing host referrals;
• Scalable system for future growth and automation.

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Balancing automation and manual interventions: lessons that can be learned from our cases

While automation offers significant benefits, it's crucial to recognize when human oversight is needed. Relying entirely on automation could leave your business unable to adapt quickly. Flexibility often becomes your greatest advantage.

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As our CTO, Vlad Petrovych, puts it: “And let’s not forget the technical side. Automation is only as good as the data you feed it. If the input is wrong, the system can fail—and those failures often translate to financial losses. Sometimes, a blend of automation and human creativity is the smarter choice.”

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Implement multi-layered verification systems

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The Freedom ID project showed the importance of using multiple layers of verification when handling sensitive tasks like verifying identities. This project combined verification processes automation in Salesforce for speed and efficiency with manual checks to catch errors the system might have missed. For instance, in the case of a discrepancy in an ID photo, the system flagged it for manual review by an expert. This blend ensures a high level of accuracy while still benefiting from the speed that automation provides.

For businesses, this approach means that even in an environment that demands speed and efficiency, you don’t lose out on accuracy. Consider implementing systems that allow automation to handle most routine tasks but set up manual review points for high-risk or complex cases. This balance ensures both operational speed and accuracy without compromising data security or customer trust.

A balanced approach involves collaborating with stakeholders to understand their needs and tailoring automation processes accordingly, ensuring that users can efficiently input data without compromising on quality. You can achieve this through Salesforce workflow rules for verification to ensure that the data entered meets the required standards before moving forward in the system.

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Streamline processes while allowing for manual intervention

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The FIBR project revealed that while automation can handle repetitive tasks like sending out bulk emails, some aspects still require manual oversight. Personalized emails, for example, need to be crafted with care to ensure they meet customer expectations and maintain a personal touch. In such cases, automation can handle the bulk sending, while a human can review the content for quality control before it’s sent out.

You should consider where automation can make the process faster and where human intervention is still necessary to ensure quality. For instance, automation can save time on repetitive tasks like data entry or notifications, but human judgment is often needed for areas that require nuance and personalization.

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Customize to meet unique needs

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In the Nova Ukraine project, a generic automation solution wouldn’t have been effective for managing donations and grant requests. Instead, we created a customized Salesforce solution tailored specifically to the needs of the organization. This solution allowed for automating most of the operational tasks while accounting for the unique requirements of the nonprofit’s workflows, ensuring the system worked in their favor.

For your business, off-the-shelf automation tools may seem like an easy answer, but in reality, they may not cover all the nuances of specific needs. Investing in customized solutions tailored to your workflows can help you avoid costly mistakes and inefficiencies that arise from using generic tools. Tailored solutions will not only meet your current needs but also be scalable for future growth.

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Ensure data integrity

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Maintaining data accuracy is crucial when automating processes. In all three projects, ensuring the integrity of data was paramount. For example, in Nova Ukraine, we automated the process of eliminating duplicate entries and simplifying background checks on grant applicants. However, we also set up validation checks to ensure that the data being entered was accurate. This helps ensure that while automation is improving efficiency, the quality of the data being processed doesn’t suffer.

As our CTO, Vlad Petrovych, explains: “Automating processes without proper data checks can be a costly mistake. A system that doesn’t have the right data validation is just as bad as no automation at all. Make sure your data is accurate from the start to avoid errors later on.”

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Establish continuous monitoring and feedback loops

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Feedback loops are key to refining and improving automated processes over time. In FIBR, we continuously monitored email engagement metrics, which allowed the team to adjust their strategy based on how customers interacted with the content. This continuous feedback ensured that the automated system was aligned with the business’s goals and objectives. 

In your organization, establishing a feedback loop means continuously monitoring your automated processes and collecting data on how well they’re performing. Are customers satisfied? Are the systems handling exceptions correctly? Is there any room for improvement? With this data, you can adjust and fine-tune your automation to meet changing needs and expectations, ensuring that your business stays on course while improving operational efficiency.

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Our Salesforce data verification tips

As mentioned earlier, data quality is everything when it comes to striking the perfect balance between accuracy and automation. This means ensuring that data is entered in the correct format, avoiding duplicates, eliminating input errors, and keeping your business processes running smoothly.

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As our CTO, Vlad Petrovych, puts it: “Think of it like cooking. The final dish isn’t just about the recipe—it’s about how you prepare the ingredients, control the temperature, and time everything just right. Sure, modern kitchen gadgets can help with precision, but some steps still require a human touch. The same goes for your data and processes—automation is powerful, but the details make all the difference.”

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Implement address verification tools

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Utilizing Salesforce’s Address Verification Flow Component can significantly enhance data accuracy. This tool automates the process of validating addresses entered into the system, ensuring they are correctly formatted and verified for actual existence. By implementing this tool, you can save time and reduce manual checking, as well as prevent errors caused by incorrect or missing address details.

Our technical experts recommend integrating this feature into your Salesforce setup to ensure that every address entered is not only validated but also standardized. Setting up alerts for invalid or incomplete addresses can prompt immediate corrections, reducing the risk of future discrepancies and improving customer communication.

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Use validation rules

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Validation rules are essential for ensuring data integrity within Salesforce. They set predefined conditions that must be met before data can be saved, helping to prevent the entry of inaccurate or incomplete information. For example, a validation rule could enforce that an opportunity's close date must be within a specific time frame relative to its creation date.

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Additional tips on setting validation rules:

• Use simple and clear conditions to reduce errors. For example, you can ensure that the "Account Name" field is not left empty before creating an opportunity record.
• Provide helpful error messages when rules are violated. This guides users in fixing data entry issues right away.
• For more complex data integrity, set up rules that check multiple fields. For example, you could require that the "Close Date" for an opportunity can’t be earlier than the "Start Date" for related tasks or activities.
• Continuously test your validation rules to ensure they’re catching the correct errors without being too restrictive.

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Monitor your data quality and make updates if needed

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Continuous monitoring of data quality is vital. Automated systems should be in place to regularly check for inconsistencies or outdated information. This proactive approach allows organizations to identify and rectify errors promptly, maintaining high levels of accuracy while leveraging automation for efficiency. Frequent updates to customer records ensure that the information remains relevant and reliable.

Schedule regular audits of your data to detect inconsistencies early. Automate this as much as possible, such as using tools to check for duplicate entries, outdated contacts, or missing critical information. Additionally, implement a process for users to flag incorrect or outdated data for review.

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Consider clear data standards

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Creating a set of quality standards for data entry helps distinguish between high-quality and low-quality data. Standardizing formats (e.g., using dropdown lists for consistent entry) minimizes errors and enhances consistency across records. This standardization can be automated through Salesforce configurations, ensuring that all data adheres to established guidelines.

Our team approaches Salesforce configuration by understanding the unique needs of your business. From there, we establish clear data entry standards tailored to your processes. For example, we may set up predefined fields like picklists to ensure users enter data in the right format. We also configure Salesforce to auto-format certain fields (e.g., phone numbers, zip codes) to ensure consistency. By doing this, we reduce the chances of human error while ensuring data integrity across the board.

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Balance user experience and data integrity

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While implementing automation, it is crucial to avoid creating overly restrictive validation rules that could hinder user experience. A balanced approach involves collaborating with stakeholders to understand their needs and tailoring automation processes accordingly, ensuring that users can efficiently input data without compromising on quality.

This collaboration helps to keep your automation system user-friendly while ensuring that your data remains accurate. Consider user feedback to identify areas where automation can be adjusted to make data entry smoother while maintaining high standards.

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Need professional help with Salesforce? The Noltic team is here to help

At Noltic, we offer tailored Salesforce development and consulting services that help businesses unlock the full potential of their Salesforce platform. Our team specializes in creating custom solutions that are aligned with your specific needs. Whether you are looking to automate processes, improve data accuracy, or integrate Salesforce with your existing ecosystem, we have the expertise to help.

With over 110 successful projects delivered, our team brings a wealth of knowledge across various industries. We leverage the full range of Salesforce capabilities to help businesses optimize operations and offer ongoing support, ensuring your Salesforce environment evolves with your business.

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FAQs

How does data verification impact sales and marketing performance?

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Data verification is crucial for sales and marketing performance because it ensures that the data being used for outreach, targeting, and customer management is accurate. Clean, verified data helps teams reach the right audience with the right messages, leading to higher engagement rates and conversion levels. Without proper data verification, businesses risk sending messages to incorrect contacts, resulting in wasted marketing spend, missed opportunities, and poor customer experiences. Inaccurate data can also negatively impact lead nurturing efforts, leading to lower sales productivity.

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What are the potential financial consequences of poor data quality?

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Poor data quality can have significant financial consequences for a business. Inaccurate or incomplete data can lead to incorrect decision-making, missed opportunities, and wasted resources. For instance, incorrect contact information can cause marketing campaigns to target the wrong audience, resulting in wasted advertising costs. Similarly, bad data in CRM systems can lead to missed sales opportunities, as sales teams may be working with outdated or incorrect information. The long-term effects can also include damaged customer relationships, lost trust, and potential legal issues due to non-compliance with regulations.

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How can automation improve data verification efficiency?

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Automation can greatly improve the efficiency of data verification by streamlining repetitive tasks and reducing the need for manual intervention. Tools like Salesforce’s Address Verification Flow Component automate the process of validating customer data, ensuring that addresses and contact information are accurate before they are stored in the system. Automation also allows for real-time checks, flagging incorrect or incomplete data as it is entered. This not only speeds up the data entry process but also reduces human error, making the overall system more reliable and efficient. Automated systems can be set up to monitor and clean data continuously, ensuring it remains accurate over time.