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How to measure loyalty

How to waste your effort in a CRM database

Having a lot of data in your CRM system can give you a false sense of security. Unfortunately, on every day that goes by, some contact records are going out of date. The only way to maintain the data is to use it. Any record that hasn't been touched in a month ought to be verified before it's used. 

Wayne O'Neill & Associates: Why CRM Doesn't Work, 2014-Oct-13 by Wayne O'Neill

So you have a huge CRM database. Pat yourself on the back because you have a lot of data about your clients – but are you really connecting with those clients?

The connection process is more complex and nuanced than any big, fancy CRM can handle. It takes time and effort to get to know who is the decision-maker in the organization – who is actually spending the money.

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