An organised collection of comprehensive information about customers for maintenance of customer relationships

Customer Database

DATA WAREHOUSE where marketers can capture, query, and analyze them

to draw inferences about an individual customer’s needs

THE PROS

To identify the Prospects

To make customer specific offers

To deepen customer loyalty

To reactivate customer purchases

To avoid serious customer mistakes

THE CONS

Some situations are not conducive to Database Management

Difficult to build and maintain database

Everyone in the company is not Customer Oriented

Not all customers want a relationship with the company

Assumption behind CRM may be wrong

•Customer database is the mine of information•Data warehouse where data is captured•Pros: Identify prospects, Customer specific

offers, Deepen customer loyalty, Reactivate customer purchases, Avoid customer mistakes•Cons: Some situations not conducive, Difficult-

costly- to maintain, Not all are customer oriented, Not all customers want a

relationship, Assumptions may be wrong

Created by Jay Shivani, ISM Dhanbad, during an internship by Prof. Sameer Mathur, IIM Lucknow.www.IIMInternship.com