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Building a CRM using Opt-In Permission based emailViews: 297
Dec 27, 2006 2:37 pm re: Building a CRM using Opt-In Permission based email

Kurt Schweitzer
I always thought Relationship Marketing was about marketing to your customers as individuals - addressing their individual needs, wants, and preferences - as opposed to grouping them and treating them as "targets". Isn't it about putting the customer first, so that even if she doesn't buy from you, she thinks highly enough about you that she will recommend you to her friends?

This is something that small businesses can do BETTER than large ones, because every contact with each customer will be done by the same person. You will get to know them, and they you, so that fancy database tools aren't necessary.

It's only when the the customer base becomes large enough that you wind up needing tools like CRM systems to help you remember who each customer is. CRM systems are also helpful in communicating customer information among your staff, so that as your business grows it can still maintain that "personal touch".

So if I'm a small business with a small (miniscule?) customer base, why do I need to spend money on a CRM system?

Kurt Schweitzer

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