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Customer Relationship Management: Getting It Right! by Judith W. Kincaid

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11.3. Integrating Your Databases (The Information Gold Mine)

Now that we've built the model and dictionary that defines CRM data and have built the system, it's time to look at the match between the source system and our new database design and to think about adding data to our new system. CRM data is available from hundreds of sources. There are many data providers and contact list providers who make their lists available to direct marketers. But there is one source of CRM data that is better than any other – your own in-house systems.

Who knows your customers better than you do? A top consulting firm did a CRM assessment for XYZ not long ago; their conclusion was that what XYZ needed for a successful CRM program was to provide seamless treatment ...

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