Posted by Patricia Jones
Integrate Customer Database in CRM, how and when a guide. How often have you made a follow-up call only to find out that another member of your team has already contacted the lead? Many times indeed! According to the sales experts, repeated follow-up on the same contact is one of the most embarrassing situations. In spite of using the CRM software, sales reps have been often found facing such type of awkwardness in front of their customers.
So where is the confusion? Is there no use of having feature-rich CRM software? Does the customer relationship management software not perform always? Do you have second thoughts about your CRM investment?
Before you raise a finger at the CRM tool; ensure that your people are maintaining clean and accurate customer information in the CRM database.
Believe it or not, many instances have been reported where sales professionals have found duplicate contacts existing in the CRM database. The presence of duplicate data is the common reason behind many goof-ups which the sales reps make. As a renowned CRM consultant puts it – ‘’Inaccurate CRM data hampers sales and marketing performance. Duplicate/redundant data is one the prominent forms of inaccurate data. Team professionals especially the marketing, sales and customer-support team leaders should ensure the maintenance of accurate information, to get CRM system under control and save headache down the road.’’
Its Create Leads/Contacts/Accounts/Deals in Quick View is especially designed for the convenience of the sales, marketing and customer-support professionals on the go. Instead of going through the long process, they can feed in the details within a few seconds.
Needless to say, with the use of role-based security, you can easily manage sharing of information and organizing the overall workflow.
Lastly it can be concluded that maintaining data quality in the CRM is not a one-time event. If not taken care from the beginning, it can become a tedious task ahead.
Patricia is a full time CRM consultant at ConvergeHub and part-time blogger. She has earned herself quite a fame as a specialist and market expert in CRM software. In the last five year she has worked with various companies as CRM consultant to help them move their businesses to cloud. Her expertise lies in offering cloud CRM consultation, CRM customization and integration solutions to small enterprises. For last one she is engaged in building ConvergeHub, cloud-based CRM solution for SMBs, as a consultant.Follow her at Twitter: @convergehub