A CRM database is a central repository for all your company’s customer prospect information. It provides sales and marketing teams a single source of information, making it easier to manage, organize and use information to create the perfect customer experience.

A good CRM will also provide a comprehensive knowledge of the interests of customers and purchasing habits. This makes it possible for marketing and sales to create targeted messages that improve conversions.

A CRM is only as good as its data. It is difficult for employees to find the information they need when a database is unorganized dirty, messy, or includes outdated, incorrect or obsolete data. The best CRMs will incorporate tools that limit the possibility of data that is dirty. This includes automating as much of the entry process as possible to minimize errors caused by human intervention. Setting up regular data audits can also help.

The way in which the users are trained and structured the users can also influence the quality of a CRM data base. Whether your team is using simple spreadsheets or a sophisticated CRM platform like Pipedrive, they need to be able to use the database properly. Your CRM should come with an education course that teaches your team how to make use of the tool in accordance with your company’s needs and sales cycle. If you have an online store, for example you can grant your team access to the Pipedrive Academy, which offers demonstrations and tutorials.

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