Great points in this article and within the points are takeaways for small business owners. If customer is king then we need to know how that customer thinks, proceeds, processes and ultimately purchases. CRM
Excerpt: Unfortunately, few companies have an overall picture of their customers’ journey towards a purchase, because the information is all too often stuck in a channel silo. An intercept survey that a customer might fill in upon leaving a website can tell you a lot about that customer’s experience with the website, but it usually does not provide any information on where the customer will next experience the company. Surveying customers directly after their purchases to explain how they arrived at them means that you have to put a lot of faith in their remembering exactly what they did.
A CRM system might let you know how customers moved between the website and the store, but it tells you nothing about how they responded to advertising or word-of-mouth reports.