Giving teams from Marketing to Sales to Operations use of this data will help improve customer knowledge all CRM to be used to distribute knowledge so all teams can.
As above it is essential to create a data driven CRM. Use the system as a data store for all information about a customer. We split customer information into two categories:
1. Customer Information – this is static data, anything that a customer is. This can be a name, location, interest, market segment or any piece of enrichment data.
2. Activity / Events – this is time-based data, anything that happens to a customer. Where this is something they do like an online booking or something done on their behalf like a "Welcome Home" email, if it happens there should be a historical record for it.
When talking about data, the first step is always to introduce a process to automate data collection from any source where possible – websites, e-commerce systems, reservation systems, email tools. This will provide the quantitate base for the data. From that base, a CRM can be used to enhance customer knowledge with human knowledge and expertise.