16. •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
17. Created by Jay Shivani, ISM Dhanbad,
during an internship by Prof. Sameer
Mathur, IIM Lucknow.
www.IIMInternship.com