A CRM database is a central repository for all your company’s customer and prospect information. It provides sales and marketing teams with a single point of truth, making it simpler for them to organize, manage and utilize data to create the perfect customer interaction.
A well-designed CRM can give a thorough understanding of the client’s needs and purchasing habits. This enables marketing and sales to send out messages that are more targeted which can increase conversions.
A CRM is only as good as its data. If the database is messy or disorganized, or contains outdated or incorrect information, it will make it difficult for employees to locate what they require. The ideal CRM will have tools that limit the possibility of dirty data. This means automating as much of the entry process as you can to reduce the chance of errors due to human intervention. Regular data audits are useful.
The quality of a CRM database is also influenced by the structure and training of its users. Whether your team uses the basic spreadsheet or a more sophisticated CRM platform like Pipedrive you must be aware of how to properly use the database. It is ideal for your CRM to have a training program that teaches your teams how to optimize the software for your business needs and sales lifecycle. If you run an online store, for example you could give your employees access to the Pipedrive Academy, which offers tutorials and demonstrations.
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