do we really understand our customers?

We may have lots of data as history of our transactions and be very proud of it.
But what does it really mean? Do we really know what our customers are buying? do we know our most valuable customers? do we know what they like and what they don't? or can we predict when they are going to buy what?
That is precisely knowing our customers, not only having the data, but understand it and present it in a form that can be easily converted into a quick sales action that represents securing revenue and get incremental sales. Somehow it is about customer loyalty, but in fact it is about understanding the customer needs and buying behavior and CRM is precisely a great tool for it.