The management of contact data is the central element of a CRM system for marketing. Data should be collected as extensively as possible.
This includes addresses, contact persons, telephone numbers, email addresses, information about the contact's company, etc. In addition, it must be possible to update this data again and again.
Data protection also plays a decisive role. Good CRM systems list which contacts have agreed to receive newsletters.
Every employee in the company who has access to this system can view contact data and thus also tailor marketing measures specifically to the respective contact.
With each contact to a marketing lead, new information is collected and the existing contact profile is enriched. The CRM system also provides valuable information in the context of the customer journey, from his product search to purchase and beyond.