Database Management: Get to Know Your Customers Even Better

Craig outsourced the database construction and maintenance, and the ongoing housefile processing, including promotional selections and matchback reports. “No one in my IT department had the background to do this as well as I could get it done on the outside,” he recounts. “And even if I had the talent in house, I knew that this processing would always vie with other internal work for priority. A sudden resignation would be disastrous.”