Is there a manager, business leader, analyst, or expert around who doesn't believe that businesses need to know who their customers are? If so, chances are he or she isn't going to say so - at least not very loudly. Many companies - particularly small ones - may not even think of their customer information systems as databases. But, whether it consists of 3x5 cards in a metal box, names handwritten in a ledger, an electronic spreadsheet, a personal information manager, or contact management software, just about every company makes some kind of effort to know its customers. A Customer Relationship Management (CRM) system, if a person will.
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