Small and medium-sized businesses are increasingly using databases to manage their customer relationships, improve sales and customer satisfaction and identify key trends. Customer relationship management (CRM) is a central part of many small business' overall sales and marketing strategies.
This guide will help you understand the concept of CRM and how to use a database for marketing. In particular, you will learn what kind of information your business should collect in a CRM database and how to integrate it with other systems in your business.
The guide also outlines the practical steps in getting a database started, such as what sort of system you need, how to find the right solutions provider and how to develop your customer database.
The Chartered Institute of Marketing