Data hygiene
The ongoing practices that keep CRM data clean: auditing, deduplicating, filling gaps and controlling how new data comes in.
A one-off cleanup decays like the data it fixed. Data hygiene is the routine around it: regular audits, a clear owner for every record, required fields at the right moments, and rules for imports and integrations.
Good hygiene is what lets a team trust its reports, segments and routing without checking the data by hand first.