Imagine you get a call from an angry customer explaining that the product you sold them has malfunctioned in some way. You send an employee to fix it or ask them to return the product for a replacement. Sorted.
But what happens if the same customer rings back with the same problem?
It might not happen often but, if it does, that customer is going to be understandably frustrated.
And when they realise the call handler has no recollection of the previous incident because either they are a different employee or they have dealt with hundreds of enquiries since then, the caller gets even more annoyed.
It doesn't look good.
Even though it stands for customer relationship management, many businesses don't often use the words customer service and CRM in the same sentence...