This is not going to be a one off blog. This is something that I would welcome your inputs too so that we can come up with a good practice list of a kind. Loose, conversational.

Try and avoid using the CRM system as an information hoarder. Anyone can do that.
The intent of using a CRM system is to store Quality Data in it. So focus on getting the right data in by validating firstly, the entry point of the data to the system - Leads/Contacts/Prospects whichever you like to use as the starting point.

Focus more on customer engagement. It is not sufficient to have a world-class CRM system backing you. Remember, the CRM system is only as good as the data you give. So Trash In results in Trash Out and no one is the more wiser.
These are tough times so focus on the data that you have that you have garnered by engaging with the customer. The customer needs a human touch 99% of the times. I am not giving you stories - I have done this in real life. There is nothing more that will help win/lose the deal in less time than you blink.

Engaging the customer is about talking to him about his needs AFTER he makes his needs clear. Tell him honestly if you can or cannot give what he needs. Also mention to him what needs to be done to get the desired results and where does your product/service stand wrt that need. He will help you to get the deal from him and this will result in getting a long time, loyal customer.

Store these info that you have gleaned from him. Yes, this may require investing a couple of more days with him but is worth it since you have invested time in him and he in you. So the chances that he would prefer to remember and deal with you next time is much more higher. An already existing customer is the best reference you can have and also the best to do business with since your hunting-cost is 0.

Once a month or whatever scale you use, generate reports. Spend time on what kind of reports you need. These needs will evolve so be forgiving in that sense.
But at the same time, be very specific on what you need to see. Make the report and schedule it.  Do not just fire and forget. Analyze the report. Go back to the drawing board aka Board Room/Sales Strategy/ Marketing Execution/etc, see where things ought to improve and improve it. Repeat it.....


PS : If the report cannot be done or is not supported, please do escalate to support at zohocrm dot com. We will look into it immediately. Yes, I am not committing anything since unless we have a look at the need, we will not be able to give an assessment of what/when we can actually give you the result. But I promise, we will hear the case without any pre-conceived notions. We too are human and can make mistakes, remember?

Archie