Manage your customer database


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.

Subjects covered in this guide


Developed with:
The Chartered Institute of Marketing