More than ever organisations are facing a data avalanche from various sources. How an organisation manages this valuable resource can benefit or hinder its ability to meet and achieve its objectives. Traditionally most organizations have used third party companies to handle customer data collection and management, lacking the technological infrastructure and resources to do it themselves. However, as the capability to understand customer behaviour becomes increasingly paramount to an organization's success, companies are beginning to realize the benefits to managing their data in-house and advancements in user-friendly Customer Relationship Management solutions are making this possible. CRM Database Management is a best practice guide for marketing professionals responsible for data management on how to choose, implement, administer and develop a CRM database platform through which they can better understand, manage and engage their customers for business success.
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