CRM and customer data

How do I know if my team has stopped trusting the CRM?

Look for side spreadsheets, private notes, duplicate records, missing fields, and people asking each other for information the CRM should already contain. Another warning sign is when reports need manual cleanup before anyone believes them.

What to check

Are people tracking customers outside the CRM?
Do reports need manual cleanup?
Are important fields often missing, duplicated, or outdated?