Midway

Strategy

Group

Database/Customer Relationship Management (CRM) offers a comprehensive approach to managing a firm’s relationship with its market.  Traditionally, firms  treated marketing and sales as separate functions.  But CRM integrates the two, increasing sales efficiencies and reducing customer acquisition and retention costs.  By treating customers in an individualized way and by stressing the development of mutually beneficial long-term relationships, CRM represents a strategy for corporate growth and development.  However, the challenge of CRM is twofold: designing the right CRM strategy and implementing it.  Midway can help by:

- Providing expertise in developing/refining customer databases

- Helping firms gather and use customer data to increase understanding of  customer needs

- Showing firms how to better exploit market opportunities for cross selling, upselling, and customer development

- Facilitating communication among various functional areas, e.g., sales, marketing, customer service, MI

- Evaluating alternative approaches and suppliers

- Designing tactics and implementing programs

Database/CRM Strategy

Services