This document discusses customer relationship management (CRM) and the pros and cons of maintaining a customer database. It explains that a customer database contains comprehensive customer information to support maintaining customer relationships. Marketers can analyze customer data in a data warehouse to understand individual customer needs. Maintaining a customer database has benefits like identifying prospects, making customized offers, increasing loyalty, and avoiding mistakes. However, it also has drawbacks such as not all situations supporting it, difficulty and cost to build and maintain it, not all employees prioritizing customers, and not all customers wanting a relationship with the company.

2. An organised collection of comprehensive
information about customers for maintenance
of customer relationships
Customer Database

3. DATA WAREHOUSE where marketers can
capture, query, and analyze them
to draw inferences about an
individual customer’s needs

4. THE PROS

5. To identify the Prospects

6. To make customer specific offers

7. To deepen customer loyalty

8. To reactivate customer purchases

9. To avoid serious customer mistakes

10. THE CONS

11. Some situations are not conducive to
Database Management

12. Difficult to build and maintain database

13. Everyone in the company is
not Customer Oriented

14. Not all customers want a
relationship with the company

15. Assumption behind CRM may be wrong

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