ABSTRACT
Introduction In this chapter we discuss the importance of developing an intimate knowledge and understanding of customers. This is essential to achieving CRM success. Strategic CRM, which focuses on winning and keeping profi table customers, relies on customer-related data to identify which customers to target, win and keep. Operational CRM, which focuses on the automation of customer-facing processes such as selling, marketing and customer service, needs customer-related data to be able to deliver excellent service, run successful marketing campaigns and track sales opportunities. Analytical CRM mines customer-related data for strategic or tactical purposes. Collaborative CRM involves the sharing of customerrelated data with organizational partners, with a view to enhancing company, partner and customer value. Customer-related databases are the foundation for the execution of CRM strategy. Profi ciency at acquiring, enhancing, storing, distributing and using customer-related data is critical to CRM performance.
