STRATEGIC APPLICATION OF ORGANIZATIONAL DATA THROUGH CUSTOMER RELATIONAL DATABASES

This paper proposes utilizing organizational data in a strategic manne r to create a customer relationship database (CRD) and suggests that i ts establishment and use can benefit an organization in improving cust omer service and gaining competitive advantage. The paper discusses th e advantages as well as the limitations of data in existing databases, suggests steps to plan, establish and implement effective customer re lationship databases and provides illustrative examples of the use of CRDs by some organizations.