When Uzi Shmilovici first started talking to venture capitalists about his plans for building a better sales platform, the CEO of Base CRM quickly learned that most investors thought it was a waste of time to even think about competing with Salesforce, the leading company in the field. “One of the nicer things that one of them said is that we were suicidal,” Shmilovici recalled in an interview with Fortune in 2014.

Of course, that was before thousands of sales teams signed up for Base CRM—sometimes in defiance of their companies’ procurement policies. It turned out there was plenty of demand for a tool that helped sales reps win more deals, assisted sales managers in pulling out peak performance, and provided killer customer service.

While Salesforce, Microsoft Dynamics, and a host of smaller competitors offer cloud-based customer relationship management software, where Base CRM really excels is in leveraging big data to make reps smarter. “Perhaps most importantly, the reporting in Base gives us immense insights into how our geographically dispersed team operates, especially in terms of areas for improvement,” said Jason Mills, head of sales at Expensify.

Mark Stagi, director of customer success at Base CRM, loves to hear from satisfied customers like Expensify—one of his primary responsibilities is making sure as many customers are as fully satisfied as possible. As you might expect, Stagi does this by keeping a close eye on customer satisfaction ratings, checking it on a daily, weekly and monthly basis.

In keeping with Base CRM’s embrace of big data, Stagi doesn’t stop there at monitoring CSAT. He is constantly on the lookout for new ways to share the intelligence his 21-person team gathers from customers with the rest of the company. His goal: to give everyone from product managers to customer success specialists the knowledge he or she needs to continually work to make the sales reps and sales teams who use Base CRM more effective.

“I think it’s important to really use the data to help all aspects of the company,” Stagi said. For example, if there’s an uptick in customer issues around any of Base CRM’s capabilities, that’s flagged for the product team. In addition to the number and types of tickets, Stagi also closely monitors how long it takes his team to resolve specific issues so that the total cost to the company is transparent to everyone. As a result, he’s been able to advocate for changes that have made it easier for customers to use the platform. “That’s been gratifying,” he said.

Leveraging customer service data became much easier after Base CRM switched from Desk to Zendesk in the fall of 2015. “We’ve now have a lot better and deeper insights into what our customers are doing and how they are contacting us and what issues they are contacting us about,” Stagi said.

Stagi especially appreciates Zendesk’s extensibility. One of the first things he did after his team got their Zendesk logins was to ask a developer to build a Zendesk app that presented relevant data from Base CRM in a view for his reps. “It took only about two hours, and now there is one less step our agents need to take to take care of our customers,” he noted.

Base CRM recently launched an integration for Zendesk so that its customers can immediately benefit from the insights gained from combining the two platforms. With the integration, which is one of the top new features requested by Base CRM’s community, customers will be able to pull information from Zendesk into Base CRM. This brings sales and support teams closer to their customers to create the best customer experience. Then, if they choose to follow in Stagi’s footsteps, they can push the data from Zendesk into their own organizations and use it to improve their products and services, creating a virtuous circle of data, insight, and satisfied customers.

Get the Base CRM for Zendesk integration from the Zendesk Apps Marketplace