Just like selecting the right grade of gasoline and oil is vital to keeping an automobile running properly, the most important element to building and operating a successful customer relationship management program is data.
"Data powers the relationships we have with customers," Donald P. Hinman, data content group leader, Acxiom Corp., told session attendees July 31 at the NCDM Summer 2001 Conference in Chicago. In the early stages of CRM development, many companies focus on software and solutions. But whether the CRM system is a simple database or a multi-terabyte data warehouse, how the data is stored, captured and used is the bottom line companies must keep in mind.
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