All the customer data in a CRM, from every activity and source, is kept in one place, so you have a centralised database of information which is always up-to-date and accurate.
Modern CRM systems collect data from a wide variety of sources. Once upon a time, you may have relied on phone calls and mail to update and enrich customer data, but today’s CRMs are designed to collect data directly from your website, phone, email, live chat, eForms, SMS, marketing materials, social media and more.