CRM: Tapping Into the Power of Your Database
Using technology to meet your CRM goals begins with knowing your business
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There are a variety of ways to create your customer database for your catalog.
The first option is to bring a large information technology (IT) staff in-house to build your database. Programmers and other technology specialists build proprietary software and tailor the marketing program to your company’s needs. “This has a lot of advantages, because each business is slightly different, and the software can be customized to be a real competitive advantage,” says Kleinfelter.
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Katie Haegele
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