One of the main goals of today’s customer relationship management (CRM) practices and systems is to gather as much as information as possible about the customers. This tracked data then act as the basic resource for all sales, marketing and customer service practices in an organization. Company staff, especially sales staff, is perhaps the best and most popular option for this data collection. There are many advantages to make sales staff a data gathering researcher.

• They can easily gather customer data, as they are constantly in touch with the customers.
• They can easily recognize the importance of information, as they are the one who directly benefit from the abundance of information.
• The data collected is more reliable and will be properly sorted and organized.
• Is the easy way to get real customer feedback.
• Can make your sales staff confident that they are doing something worthy.
• Makes the sales staff feel that they are work is being noticed and their opinions are being accounted.
• Can make your company confident that you are always connected with your customers.
• Help the sales staff to know more about the customers and leads and to adjust with the situation.
• It is the most cost-effective way of gathering customer information.