Ais an organized collection of comprehensive information about individual customers or prospects that is current, accessible, and actionable for lead generation, lead qualification, sale of a product or service, or maintenance of customer relationships is

Customer database

Explanation:

Customer database is very important to an organisation as it is one of the ingredients that makes an organisation to be successful in its business. Some of the advantages of customer database to an organisation include:

1. It helps in creating customer affinity as most customers prefer to continue to patronize a known business. Special offers and information can then be sent to customers via marketing emails to customers who have accepted to receive them.

2. It improves loyalty of customers and therefore allows the business to give preferential treatment this segment of loyal customers.

3. It allows better customer service to be provided. This is possible because there is available information about customer buying behavior and post-purchase feedback from customers.

4. It allows business to have direct channel to customers that have bought before from the company. Therefore, information about new products can be made directly available to them which will increase sales of the business.

5. Related to number 4 above, customer database gives an organisation the opportunity to roll out new products to some selected customers in the database to test its acceptability before it lunched on larger scale to the general public.

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