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A customer relationship management (CRM) system uses a database to gather information about your company’s prospects and customers. You can even use CRM data in your marketing and advertising efforts to target customers more effectively. With the ability to customize the information you collect, you can make endless configurations to fit your sales strategies. 

To ensure your CRM has the valuable information you need, we recommend focusing on these four areas.

1. Personal Details 

Anything that has to do with your customers should go in your CRM system. If you need to take notes on a particular customer, such as during a phone call, you can do so by adding notes and attachments to your CRM. This way, you can easily pull up your customer’s info and provide them with reliable and accurate customer service. 

This is not a complete list, but here is some key information to collect from your prospects: 

  • Contact name
  • Email address
  • Phone number 
  • Social profiles 
  • Order history 
  • Survey responses 
  • Payment history 

2. Lead Source 

New customer leads can come from virtually anywhere. It’s helpful to know how they are finding you, as this tells you which channels are most effective. Your CRM can read the source information coded in the URL to determine the lead source, such as an email campaign, organic search or social media. 

3. Customer Interaction Method 

When you have interactions with your customers, whether by phone, email or social media, it’s important to keep a record. This will allow you to look back on conversations and provide your customers with better service. 

Tracking customer interactions also allows your CRM modules to analyze customer communications and extract insight from them. As you come to certain conclusions about your customers, you can share this data with your teams. 

4. Purchase Records 

Use your CRM to keep track of your customers’ purchasing histories. Your CRM can analyze patterns in their behaviors and help you understand which products sell best and which ones don’t. Tracking purchasing information is also useful when creating campaigns, running promotions and ordering inventory. 

Having a CRM database is an effective way to manage your relationships with customers, provide excellent service and understand your audience. To learn more about creating a CRM database for your business, contact Arkware today.