A CRM database is the primary base of your company’s prospect and customer information. It gives marketing and sales teams one source of information, making it easier to manage, organize and utilize information to provide the best customer experience.
A good CRM will also provide a rich understanding of the client’s needs and purchasing habits. This makes it possible for marketing and sales to send targeted messages that boost conversion.
However, a CRM is only as good as the quality of its information. If the database is messy or unorganized, or has inaccurate or outdated information it will make it difficult for employees to find the information they require. Ideal CRMs will contain tools that limit the possibility of dirty data. This includes automating as much of the entry process as is possible to avoid errors caused by human intervention. Regular data audits are also useful.
The quality of the CRM database is also influenced by the education and structure of its users. Whether your team is using the basic spreadsheet or a CRM system with advanced features like Pipedrive you must learn how to properly use the database. Your CRM should come with a training course that shows your team how to use the tool in line with your business’s needs and sales cycle. If you have an online store, for example you could offer your employees access Pipedrive Academy, which offers tutorials and demonstrations.