That distinction matters.
A record may show the last appointment.
The last invoice.
The last project.
The last telephone call.
It can show that a relationship became inactive.
But software only knows what someone put into it.
If nobody had a candid conversation with the customer, the most important information may never have been recorded.
Why did they leave?
What changed?
Was there an unresolved problem?
Did a competitor do something better?
Did we unintentionally make ourselves difficult to do business with?
Data can tell us where to look.
Sometimes only a conversation can tell us what happened.
I’ve always thought businesses need both.