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What Is a Customer Relationship Management Database?

Article Details
  • Written By: K. Hamilton
  • Edited By: A. Joseph
  • Last Modified Date: 12 November 2016
  • Copyright Protected:
    2003-2016
    Conjecture Corporation
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A customer relationship management (CRM) database is part of a company’s strategy in handling its clients and is integral to the organization and growth of a company. This database is one of the most important tools in managing existing clients as well as prospective sales because it allows a company to organize all the information and data about its customers. This way, the company can develop effective customer relationship techniques for dealing with its clients.

A company that maintains a customer relationship management database benefits because it has pertinent information about its target market. This includes the customers' personal information, the demographics of the market, the customers' spending power, what things they are likely to buy and even the warranties on these products. A customer relationship management database also helps the company identify what services and features would most appeal to its clients to produce happy customers. The CRM database can help the company's management develop new products and services that would satisfy its clients to help bring in new sales or repeat purchases.

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Establishing good customer relationship strategies is crucial for the long-term survival of a company. This is because without happy customers, a company won’t survive, no matter how good its products or services are. With fierce competition in the market every day, it is important for companies to create good customer relationships and to employ strategies to make a business stand out. These can include coming up with ways to make transactions easier, such as building more stores, extending store hours, providing free shipping and handling or developing new products to meet the needs of the customers. These customer relationship techniques can be developed using the information provided by the CRM database.

A customer relationship management database should be kept secure by a company because it contains sensitive information about its customers. When properly studied, a CRM database can help a company determine the purchasing habits of its clients so that the company can adjust to meet their demands. A CRM database also can be used to keep track of employees. The company's marketing and product development department also can use the data from the customer relationship management database to conduct some data mining to come up with tools to boost sales, increase productivity and improve overall customer relationships. An easy-to-manage CRM database software program can go a long way in developing effective customer relationship strategies so that a company is able to grow.

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