WHAT YOU NEED TO KNOW ABOUT CRM DATA

We know that most people don't think 'data' and 'databases' are particularly exciting. But whenever you're pulling a phone number from a list of contacts, or searching for available one-bedroom suites in your area, or double-checking to ensure a suite has been cleaned after a guest leaves, you're tapping into databases.

Basically, a CRM tool like Premiere's is a way for us to store data on all kinds of things, from suites to rates to clients and guests, that we can then use in whatever way we need to.

So if it helps, just think of CRM as a giant warehouse containing millions of pieces of data - all you have to do is ask for what you need.

It's only as good as the data you enter

It doesn't matter how great a database framework is: If it doesn't have any data, or if the data isn't complete, it won't be useful (or not as useful as it could be).

That's why it's crucial that you enter data associated with your job promptly, completely and accurately.

If you find you're struggling to maintain records, or it's taking up too much of your day, please let us know - we may be able to find ways to make it easier or more efficient.

Some terms you should know

You don't have to be a database expert in order to use CRM, but there are some terms that Microsoft CRM Dynamics uses to refer to data that are probably helpful for you to know. (It's always easier to understand a CRM system when you feel familiar with the lingo.)

Entity

An entity is a container for data, similar to a table in a traditional database. Each entity contains a set of attributes. For Microsoft Dynamics, there are a set of entities that exist when you first install. Some of these are customizable. In addition, you can create custom entities to contain business data. An example might be 'Contacts' or 'Reviews'.

Attribute

An attribute is a container for a piece of data in an entity. An example of attributes for the 'Contacts' entity might be first name, last name, street address, etc.

Relationship

A relationship defines an association between two entities. For example, the system allows relationships between properties and suites or parking spots, but also relationships between a specific activity like housekeeping performed on a certain day and a record in the system.

As you get more familiar with CRM, you'll be able to create and use relationships to build your network, increase referrals, ensure no property- or stay-related activity falls through the cracks - there are all kinds of ways to use these relationships.