Three best practices for your CRM


Nov 28, 2017 • Shanny Morgenstern • Blog

Inbound Marketing

CRM stands for Customer Relationship Management. Although this typically refers to the software a business uses, as its name implies, CRM is actually much broader than technology. It is a way to strengthen your relationships with the people who matter most to the success of your business or organization.

  1. Treat your CRM more as a strategy than as a process. According to CRM Trends your CRM should help you “move your customer from a transactional interaction to an emotional relationship.” Tie your CRM into sensible customer acquisition, retention and development plans. Figure out which products, services and bundles of value your customers and potential customers want and need.
  2. Clean up your data. According to a recent Experian study 83 percent of their respondents believe inaccurate data led to reduced revenue and wasted resources or lost productivity. Angela Hicks with Hubspot said “… a clean database can: help to lower email bounce rates, result in better personalization, and empower you to automate your marketing. Essentially, it's the key to better marketing.” Here are some specific steps Francois Mathieu with überflip shared to clean your data:
  • Remove all duplicates. Most CRM systems consider contacts that have the same email as duplicates. Set up rules to prevent anyone from adding a second contact with the same email. You can also set up rules to alert users when a contact that might be a duplicate is entered – for example if the first and last name are the same on two contacts, but the email is different.
  • Remove unengaged contacts from your lists.
  • Review email bounces to see what the cause of the bounce was. Correct typos and remove emails that are no longer in use.
  • Use drop down menus whenever possible. It makes data much easier to segment.
  • Delete useless fields. This not only makes your database run smoother it improves the user interface and increases the odds that the users will enter the data you need.
  • Use standardized nomenclature on all of your lists. For example, for all of the smart lists of people who downloaded documents start the name of the list with the word “Download.” This will prevent duplication of lists.
  1. Train your employees to use the CRM and make it as simple to use as possible. Convincing employees to use a CRM is a two-step process:
  • Provide training specifically tailored to how each employee will use the CRM.
  • Show your employees how valuable it is for them to enter the data.

CRM can be an incredibly valuable tool and the potential return on investment is tremendous. AMI Research found companies that employ a CRM earn on average $80,000 more per employee. Be strategic, clean your data and train your employees in order to get the most out of your CRM.


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