Your CRM knows the customer. It rarely knows what happened at the last visit. Here's why — and what fixes it.
Most CRMs are built around the desk: accounts, opportunities, emails. The field visit — the moment the rep is actually with the customer — happens somewhere else.
Updating later means updating less
When a visit has to be typed up later, it competes with the next visit, the drive home and dinner. Details get shorter, then optional, then skipped.
Chat fills the gap
Reps message their managers instead. The information exists, but in a place nobody can search or report on.
Capture at the point of work
The fix isn't a stricter reporting rule. It's making the record the natural by-product of the visit: check in, take the photo, add a line of notes, set the follow-up — on the phone, before leaving.