Dear Readers,

In this issue, we have several articles focusing on key aspects of CRM that are crucial for acquiring and retaining valuable customers. The first is "CRM from the Inside Out." This article discusses the role of internal support employees. Even though they do not have direct contact with external customers, they play an important part in servicing and satisfying demands that are placed on the enterprise. The second article – "Keeping Your Best Customers Through Brand Loyalty" ­ focuses on the keys to creating an effective brand loyalty program that will not only increase customer retention, but help maximize profits. "Taking Customer Analysis to the Fourth Dimension," provides an interesting look at the innovative ways that e-businesses are providing personalization through technical channels of communication to convert browsers into buyers.

DM Review is proud to co-sponsor of – the community portal for business intelligence and data warehousing professionals. offers a participatory forum for discussion, research, training, certification and an integrated community dedicated to setting the standard for business intelligence and data warehousing best practices. will be hosting four trade shows over the next 12 months. The first trade show, beginning October 2 and running for 90 days, will focus on e-business and the Corporate Information Factory. Claudia Imhoff will be one of the many featured speakers. Numerous exciting events will be scheduled throughout the show. Show attendees can log on and have the full experience of a trade show without ever leaving their desks. Attendees will be able to "walk" the trade show floor, view product demos, read literature and talk to company representatives – all online. Special thanks to BMC Software, Compaq, Informix Software, NCR, SAP and Trillium Software, the six charter members of that have invested considerable time and resources to make this site a valuable resource for all of our readers.

As always, thanks for reading DM Review. Please contact me via e-mail,, with any comments or questions.

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