John Craig

Best-practices database content lays a foundation for sophisticated CRM. In an ideal world, every cataloger would have access to a state-of-the-art customer relationship management (CRM) system, including Web-enabled business intelligence, campaign management and customer touch point capabilities. Every organization would enjoy the continuous, widespread internal dissemination of complete, accurate and compelling data. All data miners and marketers, and all employees interacting with customers, would have instant access to all the data required for them to excel at their jobs. In such a world, smaller catalogers would operate with the same technological advantages as larger ones. Unfortunately, many catalogers don’t have the budget to invest