A CRM database is the primary point of all your company’s customer and prospect data. It provides sales and marketing teams a single source of information, making it easier to manage, organize and use information http://www.notesjungle.com/database-design-specialists-working-with-database-design-specialists/ to create ideal customer experiences.

A CRM that is well-designed can give a thorough understanding of a customer’s preferences and purchasing habits. This allows marketing and sales to send specific messages to improve conversions.

However the CRM is only as good as the quality of its information. If your database is messy, disorganized, or contains inaccurate or outdated information, it will make it difficult for employees to find what they need. A CRM should incorporate tools that will reduce the possibility of data being dirty. This is why it is important to automate as much of the entry process as possible to reduce the chance of errors due to human intervention. Setting up regular data audits could also be helpful.

The training and structure of the users also affect the quality of a CRM data base. If your team is using simple spreadsheets or an advanced CRM platform such as Pipedrive users must be able to properly utilize the database. The CRM should come with training courses that show your team how to utilize the tool in line with your business’s needs and sales cycle. For example, if you manage an online store you can provide your employees with access to the Pipedrive Academy for tutorials and demonstrations.