Improving customer service and retaining customers are the chief reasons companies are deploying customer relationship management initiatives, according to recent research from The Data Warehousing Institute.

The institute surveyed individuals at more than 1,600 companies and found that the amount of customer data companies collect today is less 100,000 records and consists of traditional account and sales information. But in 12 months, the survey also notes that more than half the respondents polled (53 percent) plan to collect between 100,000 and 50 million records and use new sources of information such as demographic data, customer profile scores, customer service records, campaign responses, multimedia data and Web registration/sales data.

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