A CRM database is the principal hub of all your company’s customer and prospect information. It gives marketing and sales teams a single point of information, making it easier to organize, manage and use information in order to create the perfect customer experience.
A CRM can offer deeper understanding of the client’s buying habits and interests. This allows sales and marketing to send out targeted messages that increase conversions.
However, a CRM is only as good as the quality of its information. It is difficult for employees to locate the information they need if a database is disorganized, messy, or contains inaccurate, outdated or out-of-date data. The ideal CRM will include tools to minimize the possibility of data being dirty. Automating as much as possible of the data entry process will help reduce errors that are caused by human error. The regular data audits could also be helpful.
The method of training and the structure of the users can affect the quality of a CRM database. Whether your team uses a simple spreadsheet or an advanced CRM platform like Pipedrive it is essential that they be aware of how to use the database properly. Ideally, your CRM will include a training program that teaches your team how to make the most of the tool for your business requirements and the sales cycle. If you operate an online store, for example you could give your employees access to the Pipedrive Academy, which offers demonstrations and tutorials.