ABSTRACT
This introduction presents an overview of the key concepts discussed in the subsequent chapters of this book. The book introduces the reader to the concepts and theory behind the practical measures an organisation can implement in order to manage and administer an effective customer relationship management (CRM) platform. It describes factors to consider when developing a CRM platform; project management process of implementing a CRM platform in an organization. The book focuses on issues related to the data within CRM database, including: data quality; data capture; data plans; data security; organisation of data team; data migrations; data security; reports and analysis; data legislation; mailings; data suppliers; and data storage. It provides case studies of data scenarios set in a fictitious organisation, Data XYZ PLC, to highlight how an organisation can improve its data practices and better manage its data. The Data XYZ PLC marketing department comprises four teams: business development section; digital and creative team; marketing team; and sales team.
