Cathy Allington

What is thing thing called, Love? or CRM??

"CRM" is increasingly becoming a functionality which businesses seek. They STILL have little or no understanding as to what CRM means. There is, however, an increasing recognitiopn by SME's of the potential value of the "database". They have this "nagging feeling", that if they did...

A CRM System for SMEs: You Can Get Big Benefits Without Spending the Big...

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...

How Much “Customer Insight” Do You Need To “Lose Sight” of the Customer?

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 the information you already have. Many years ago when I started my CRM consultancy and gained one of my first clients,...

What the Heck Is CRM?

So you're an SME, 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...

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