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3 Reasons You Need Your Customer Information Captured in a CRM.

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The more information you capture in my CRM about your customers, the better you will be able to service them in the future.

You need to make sure to log all of your customer interactions immediately after they occur to ensure that you don’t forget anything and so you can keep track of exactly what’s going on with your customers.

It’s important that you reach your customers at the right time, with the right information, and your CRM information will allow you to do just that!

Below we have highlighted why you need your customer information captured in a CRM platform:

1. Your relationships are going to disappear

One of the greatest things about having a long-term outside sales team is the relationships they have built over many years with your clients.

Your sales guy, let’s call him Joe, can walk into a shop and talk with a customer, let’s call him Bob, about his family, his favorite teams, anything else they’ve been chatting about for the past 30 years.

While this is a blessing now, this is going to become your biggest problem when Joe decides to retire—and take all this valuable information with him!

Not only will the relationship be lost to the business as it remains only inside Joe’s head and personal notepad, but your new rep will also be faced with learning about all his accounts’ sales data from disjointed reports and paper copies of the various sales records you keep!

Customer Relationship Management (CRM) systems are designed to be a central location for all details that are useful to deliver outstanding, personalized service.

From regular orders to best times to call a contact, this should be your one-stop shop for customer information used and updated by everyone in your company.

2. You’re missing out on valuable qualitative information – that you can analyze!

By having all of that lovely data in one place, in one format, and, crucially, up-to-date, you have an amazing opportunity to crunch the data to shape your and your company’s actions.

By identifying a challenge or opportunity for your business, you can create specific action plans and track your success easily.

Here are a few examples of this in action:


Use your CRM data to find out which customers are also working with your competitors.


You can then export a list of those accounts and establish a game plan to win their business back.


When was the last time your customer had a quarterly business review with their sales rep and what action points were made?


Task your sales reps to schedule a regular catch-up with their clients but ensure that the meeting has clear action points.

Actions should relate to previous issues or product interests logged, the upcoming item offers or new ordering patterns (that will benefit the customer) based on their previous buying patterns when compared to their industry.

These are just a couple of ways you can use your CRM data to identify specific ways to increase sales and your customer satisfaction rating.

With good CRM data, you can better serve your customers by customizing your communication, targeting them with the right offers at the right time, and ultimately serve them better, helping them to become loyal customers.

3. Your competitors are already doing it

Customer Relationship Management tools have been around for some time, and businesses that have been quick to recognize the power of CRM could be stealing your customers if you fail to respond.

While it can be a cumbersome process to get all your data in one place, it’s more important than ever to be able to access details of everything going on with your customers so you can better serve them and stay ahead of your competitors.

Plus, being able to access this data on your mobile devices while in the field provides your team with the information they need to best serve their customers.

What this means, in reality, is never having to promise to call back with the figures or rely on your busy office staff to pull a report together.

The information is immediate, leaving no downtime for loss of purchase interest or opportunity for a competitor to swoop in.

Not sure where to start?

Looking for a CRM can be overwhelming as there are many options out there. Make sure you are looking for one that specifically fits your needs.

If you’re a high product volume sales organization, getting a full sales enablement tool like sales-i will make sure you have a place to store all of your relationship information, as well as give your sales team the appropriate sales information at their fingertips.

Explore the all-star sales enablement tool here.

Book your demo today to see how sales-i can help your team achieve its potential.

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