A CRM database is a central hub for all of your company’s customer and prospect information. It provides sales and marketing teams a single point of truth, which makes it easier to manage, organize and utilize information to create ideal customer experiences.
A well-designed CRM can provide a deep knowledge of the interests of customers and purchasing habits. This allows sales and marketing to send messages that are more targeted and increase conversions.
However, a CRM is only as good as the quality of its data. If the database is messy, unorganized, or has incorrect or outdated information, it can be difficult for employees to find what they require. Ideally, a CRM will incorporate tools to reduce the likelihood of dirty data. Automating as much as possible of the data entry process can help reduce errors that are caused by human error. The regular data audits will also help.
The way in which the users are trained and structured the users can affect the quality of the CRM data base. If your team is using a spreadsheet that is simple or a more sophisticated CRM platform like Pipedrive, they need to know how to properly utilize the database. It is ideal for your CRM to come with a training program that teaches your team how to make the most of the software for your business needs and sales lifecycle. If you own an online store, for example, you can give your employees access Pipedrive Academy, which offers demonstrations and tutorials.