A CRM database is the principal point of all your company’s customer and prospect information. It gives marketing and sales teams a single source of truth, which makes it easier to manage, organize and use data to create ideal customer experiences.
A good CRM can also provide a rich knowledge of the interests of customers and purchasing habits. This makes it possible for marketing and sales to send specific messages to increase conversions.
However, a CRM is only as good as the quality of its data. If a database is messy, poorly organized, or contains incorrect or outdated information, it can be difficult for employees to find the information they require. Ideal CRMs will contain tools that minimize the risk of data that is dirty. This means automating as much of the entry process as possible to avoid errors caused by human intervention. Regular audits of data can be useful.
The quality of a CRM database is also affected by the structure and training of its users. Your team should be able to operate the database in a way that is appropriate, whether they are using an easy spreadsheet or an advanced CRM like Pipedrive. The ideal CRM will come with a training program that teaches your teams how to optimize the tool to meet your business requirements and the sales cycle. If you own an online store, for example, you can give your employees access to Pipedrive Academy, which offers demonstrations and tutorials.
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