The information you can get from your customer relationship management system (CRM) is only as good as the data you put into it. For many small businesses a CRM system becomes little more than a glorified database for storing information about customers and prospects. Used correctly however, you'll get to understand your customers better, which allows you to personalize the customer experience as well as helping you identify opportunities for cross-selling and upselling. So you can add value to your customers while also getting more value from them. To help you get the most out of your CRM system, Jonathan Herrick shares how to avoid making the four most common mistakes.