The customer database is particularly valuable in developing a customer relationship management (CRM) program.

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The customer database is particularly valuable in developing a CRM. It provides a unified customer view across the enterprise, tying together all the interaction between the company and a particular customer. For example, the call center can find out about web transactions or direct mail pieces sent to a particular customer, and the customer thus does not have to repeat or reenter information to engage in a new transaction.

The Customer Database Is Particularly Valuable in Developing a Customer