A CRM database is the central base of your company’s prospect and customer data. It provides marketing and sales teams with a single point of truth, making it easier for them to organize, manage and utilize information to design the best customer experiences.
A good CRM can also provide a comprehensive knowledge of the interests of customers and purchasing habits. This allows sales and marketing to create targeted messages that increase conversions.
However the CRM is only as good as the quality of its information. If the database is messy, poorly organized, or contains inaccurate or outdated information, it will make it difficult for employees to locate what they need. In the ideal scenario, a CRM should incorporate tools to reduce the chance of having dirty data. Automating as much of the data entry process will help minimize errors caused by human error. Setting up regular data audits will also help.
The quality of a CRM database is also influenced by the training and structure of its users. Whether your team uses a simple spreadsheet or an advanced CRM platform such as Pipedrive you must learn how to properly use the database. Your CRM should include a training course that shows your team how to use the tool in line with your business’s needs and sales cycle. For example, if you manage an online store you can provide your team with access to the Pipedrive Academy for tutorials and demonstrations.
