This month's column was contributed by Donna Arnold-Ialongo, senior consultant.

Much of the CRM emphasis has been on technical solutions that promise "true customer intimacy." These solutions, broadly defined, range from installing software and hardware designed to enhance customers' call center experiences to managing customer interactions to using a marketing database, campaign management or sales force automation system. If they haven't already done so, corporations are busy building enterprise-wide data warehouses – populated, they hope, with the data that holds the key to increasing customer profitability.

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