A CRM database is the central point of all your company’s prospect and customer data. It provides sales and marketing teams with a single point of truth, making it simpler for them to organize, manage and utilize data to create ideal customer interactions.
A good CRM will also provide a deep understanding of a client’s interests and purchasing habits. This makes it possible for marketing and sales to send targeted messages that increase conversions.
However CRMs are only as good as the quality of its information. It will be difficult for employees to find the information they require when a database is unorganized dirty, messy, or includes outdated, incorrect or out-of-date data. Ideal CRMs will include tools that limit the possibility of dirty data. Automating as much as possible of the data entry process will help minimize errors that are caused by human error. Regular audits of data are also helpful.
The quality of a CRM database is also affected by the education and structure of its users. Your team must be able to use the database correctly, regardless of whether it’s a spreadsheet program or an advanced CRM like Pipedrive. The CRM should come with a training course that shows your team how to use the tool in line with your company’s needs and sales cycle. If you operate an online store, for example you could give your employees access to Pipedrive Academy, which offers tutorials and demonstrations.
