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When you’re about to make a decision about a CRM system, you don’t need, and can’t afford, to get bogged down in customer data. It’s about putting yourself in your customer’s shoes, and using just the information you really need.Many years ago when I started my CRM consultancy and gained one of my first...

Some years ago, I was a keynote speaker for a Direct Marketing Association conference. The organizers had speakers with excellent theoretical knowledge on how to write campaigns, rules for segmenting a database and understanding the key customer touch-points, but they realized they were lacking expertise on what systems people could actually use to enable...

So you’re a small business, and you need or want to look at this buzzword that is called CRM? There has been much written and discussed about the theory of CRM—or Customer Relationship Management. But what about the “practice”? What is it, and how do you actually implement it and combine the theoretical “feel...