5. Inability to Find New Prospects: While CRM data can be useful for reaching current customers, it does not help marketers reach new customers. It's important for marketers to effectively reach consumers who have the potential to become loyal, long-term customers.
6. Privacy Concerns: CRM databases are not responsive to the challenges of multichannel marketing in an increasingly privacy protected society. It is important for marketers to identify and contact clients and prospects according to their unique privacy requirements.
CRM data can be very useful and often leads to highly successful campaigns. But marketers need to keep these potential issues in mind before relying on this information. Overlooking these common problems leads to incomplete or inaccurate profiles of your customers and can lead companies down the wrong path.
Sal Pecoraro is vice president of marketing technology and support at Omaha, Neb.-based marketing data product and services provider Infogroup Targeting Solutions (ITS). Reach him at firstname.lastname@example.org.