Centralized Customer Information: How to Manage Through CRM?

Centralized Customer Information

CRM Customer Information Management


  1. Why is it important to centralize customer information in CRM?
  2. How to make good management of customer information via CRM?
    • Encourage and focus CRM adoption
    • Use a CRM with many integrations
    • Set triggers for step-change
    • Limit user permissions
    • Discard data when appropriate
  3. Ready to use customer information on behalf of the company?

Customer information is too valuable to be scattered around. Various spreadsheets, emails, notepads, text files. In this sense, the use of a CRM is essential to centralize data and make accessing them much more agile, which helps your team to sell faster and better.

We live in a data-driven age. And this is nothing new.

Businesses of all sizes are facing an increasingly complex situation when it comes to managing information.

And here, the segment of the company and the size that it has does not matter. It’s a challenge for everyone.

Customer information can be especially difficult to manage. At the same time, it is one of the most valuable items a business can have.

So it takes a lot of organization right now. It makes no sense to live in a technological age and not use technology to manage your customers’ information.

CRM is critical in this mission. Want to know how and why?

Stay with us and check it out.

Good reading!

Why is it important to centralize customer information in CRM?

Forward-thinking companies always want to reduce risk and minimize failures. For some time now, they have resorted to digital transformation to manage customer information.

Taking a strategic approach, proactively organizing and centralizing this data is what any organization needs.

After all, it is vital to reduce the risk of failure and make this information work for your business, right?

Think carefully.

A sales routine demands a lot from your team. You know that better than anyone else. Your team is constantly busy.

Spending time on non-profit activities makes no sense.

Organize data and lookup customer information for each new contact or opportunity. All of this can be a huge waste of time – and money, of course.

At the same time, failing to manage customer information effectively can do great harm to the business.

When they are spread across multiple tools or locations, it’s impossible for your team to be efficient and productive in sales.

They spend more time looking for this data than actually engaging with the customer. Then generating value for him with every contact.

Or rather than being consultative and actually talking about business. Essential to increase the potential customer’s trust in the company.

Organizing and centralizing customer information is and will always be essential. After all, by doing this, it is possible to have:

  • Quick and easy access to the entire customer base;
  • Transparent, personalized, and complete reports for the entire team;
  • Convenience to access information from anywhere.

How to make good management of customer information via CRM?

One of the most challenging aspects of managing customer information is knowing the right way to structure it.

Although we’re talking about technology, you can always have an up-to-date backup of your customer base in a spreadsheet.

However, it cannot be the source of information your sales team will have.

After all, as the relationship with the prospect progresses, you need to be aware of their buying journey. And without technology, this is not possible.

It’s CRM that makes sure nothing gets lost along the way. And that there will be no time wasted creating tables and pulling numbers to build reports.

Everything is powered in one system that thousands of customers already trust and use on a daily basis.

In summary, a CRM provides an intuitive, out-of-the-box solution to collect and manage all customer information.

But, let’s detail a little better how it works in practice for you to understand.

We have selected some topics to help you and your team to correctly manage this valuable data.


Encourage and focus CRM adoption

Some companies find it extremely difficult to implement a CRM strategy.

This failure is not for a single reason. But the team’s lack of engagement is one of the main reasons, without a doubt.

Creating a CRM culture is not something overnight. Much less something that can be started and set aside.

Smart companies have continuous measures and are disciplined in terms of training to use the software.

Incentive campaigns also help at this time. For example, make full commission payments to salespeople who filled in all customer information in CRM.

The purpose of this, you will know. It is to ensure that software users are disciplined in collecting and recording data via the platform.

Use a CRM with many integrations

Relying solely on manual input of information is a flawed strategy.

Therefore, it is essential that the CRM that your company uses has automated integrations with other tools.

Such as, for example, a marketing automation platform to receive leads from campaigns carried out.

Better yet, look for ways to reduce the need for third-party integration.

The key is to have a CRM vendor that has native integration with various tools.

Set triggers for step-change

What exactly is the time to make the so-called “ passing of the baton ”?

That is, when the lead nurtured by marketing is ready to be sent to the sales team? Or pre-sales – it depends on the process.

Another thing: when this pass occurs, customer information needs to be complete within the CRM. Automatically, without having to fill anything by hand.

Limit user permissions

CRM Customer Information Management

A good CRM allows the user-manager to place some restrictions for other users below him.

The SDR team, for example, does not need to have access to the after-sales funnel .

Just like the marketing team, after working in the marketing funnel for their leads, they don’t need to see the sales pipeline.

It is important to organize permissions to prevent customer information from being altered even if unintentionally by someone.

Discard data when appropriate

Collecting and organizing customer information is not to be confused with stacking data.

Not every record needs to be retained and maintained within CRM. Not all information is really relevant.

Therefore, it is necessary to develop an effective disposal strategy.

It’s something that will help keep data always organized and aligned with security initiatives and best practices.

Ready to use customer information on behalf of the company?

Customer information management processes and systems may not help you sell more and better the first time.

However, when the management is done correctly, they open up a range of possibilities.

You can anticipate the pain your prospects have. This is based on the pattern and behavior of your current customers.

This helps – a lot – in personalized customer service. Delivering the right content at the right stage of the buying journey.

After all, customer challenges and needs are often similar. They repeat among themselves.

So, you and your team must use all the knowledge that CRM has to support your strategies.

Thus, it will be possible to be much more assertive when prospecting, qualifying, selling, and retaining customers.

So, how can we help you?

If you have any doubts about how a CRM helps you to centralize your customers’ information: TALK TO A CONSULTANT.

Enjoy and read two articles that will help your team be more productive in sales.

The first talks about sales management. How to make it? What problems to fix?

The second talks about the sales stack, the tools needed to make the sales routine productive.

Good sales!

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