According to Forbes, the CRM is going to be a $40 billion industry by the end of 2017. A CRM is a critical factor in any organization as it plays a role of bridge between the company and its customers. Managing a CRM in an effective manner is a challenge but with the right use of data available brands can achieve better results. Entrepreneur contributor Jonathan Herrick has published an article focusing on the four CRM data usage mistakes that brands make. On ‘capturing the wrong data’, Herrick says, “If your customer profile seems incomplete, you might not be capturing actionable... [...]