Roles of Customer Databases and Database Marketing in Customer Relationship Management

Abstract

Development in information technology helps companies to build customer databases, perform database marketing, and do relationship management. The study discusses the various aspects of customer databases and database marketing and their roles in relationship management. It discusses the ways in which a customer database can be used to achieve best results. The study discusses the various issues of database marketing, ways of overcoming the issues, internal changes in an organization which should be made for implementing database marketing, and emphasizes that database marketing is not the solution to every issue. Organizations should analyze all these issues during CRM implementation. It also provides a direction for achieving the goals in relationship management. Organizations should be aware of and should consider all these aspects of customer databases and database marketing to develop customer relationships, to do CRM implementation, to achieve business excellence, and to succeed in the long run.

Customer Management at Gig's Batik MSMEs to Build Customer Loyalty

“…At the same time, companies need to understand that customer database development alone will not build better customer relationships. Businesses need to collect relevant customer data and use it properly to develop effective customer relationships (Mandal, 2022). By using an existing customer database, it can be used to manage relationships with customers.…”