Using a Database for CRM Solutions

Databases are the most frequently used feature of CRM packages. The database for many companies provides all the information about their customers. By using the information and details stored in their databases companies hope to better understand what drives their consumers when they make purchases and learn to take advantage of their urges or desires to ensure that their product or service removes a vital asset to the consumer.

Databases do not just store consumer information they can be used to develop a multi-step process for marketing and advertising campaigns. Companies have the ability to make CRM databases as complex and detailed as they desire. Outlook programs are routinely incorporated into CRM databases providing more options for companies who want to make use of email marketing as well as analyze and review customer data.

Beyond contact information such as address and phone numbers of existing customers a CRM solution offers business a way of tracking demographic information about customers to learn how best to connect with them. By knowing the household income, family size and geographic location of a customer a company can choose the best method of getting their attention.

For example, a small company with a mostly online presence and one store location might choose to hold a special store based event. By knowing the geographic area of their customers they can send email invitations only to those who live within a certain radius. They can also customize their mailing to include information on items in the store and deals unavailable online. For a family of four with two children under the age of six sending an advertisement that offers half price on the purchase of a second educational toy would be more effective than a generic mailing.

Companies do not just have to store information on their customers, employee data also needs to be kept securely and accessed as needed. By making use of Excel and other spreadsheet programs companies have a cost effective and easy to manage system for the storage of customer data. Eliminating the need for paper based systems, which require a lot of time to maintain and can make important information harder to find. CRM databases put Employee ID numbers, contact information and schedules directly where managers can get the most benefit. Allowing them to access information to see how proficient and proactive employees are at closing sales leads, track how many calls they have completed, determine sales quota and mark other areas of progress.

Reporting and tracking are two benefits of using a CRM database. A company can easily run a report and track which products are more likely to convert into a sale or analyze which group of customers are more likely to make a purchase. A database can also be used as a way of analyzing how future growth could affect your business and observe changing trends in customer spending. The ability of a database to be the basis for a companies marketing plan cannot be ignored.