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Case Study Dbase Marketing CRM

Database Marketing: Customer Relationship Management


Business, engineering, and executive managers at a mid-sized construction company.


The company wanted to optimize three aspects of their Web-based customer relationship management (CRM) marketing database by capturing and managing:

  • Information about business opportunities.
  • Project and personnel information.
  • Business contacts.

The company wanted to use the CRM application to quickly analyze opportunities for multiple business segments. They wanted to be able to export project and personnel data into attractive publication-ready project summaries and résumés. They also wanted to stay in touch with key contacts but realized that some contact information was out of date. Some users were sharing login information to gain access to data, but the company was also overpaying for users who did not fully utilize their access.


The first step of the solution was to update the administration of the CRM software to allow users appropriate access to the application and provide login information.

To prepare opportunity reports that would inform decision makers we needed appropriate data. We set up forms in the CRM application that included fields considered important for identifying, classifying, and prioritizing opportunities. We explained to the managers how to log in and enter data, and we worked with the CRM application vendor to automatically import procurement data from a third-party resource. We then set up reports to display the field data in a format familiar to the recipients.

To create the project summaries and personnel résumés, we prepared several Microsoft Word templates that included variables linked to data in the CRM application, customizing some variables as needed. We verified that the PDF or Word document generated by the CRM application was identical to documents previously manually prepared.

We updated the contact database by first checking data for people who moved, changed jobs, or asked to be removed from the contacts list. We worked with the CRM software vendor and the company’s IT department to convert email contact lists to CRM data. We also utilized a third-party tool to help company staff automatically import data from scanned business cards into the contacts database.


Saving money: the CRM application was more accessible to the company’s managers, and they began using their logins to enter data and generate reports. Support staff was also able to log in to add and/or update data. Updating login and access permissions saved the company money by paying reduced user fees. Updating the customer contact information eliminated redundant or non-deliverable marketing mailings.

Saving time: the company planned to use the new templates and entered data to generate project summaries and personnel résumés with consistent layouts and data.

Overall, the company was able to use the CRM application more efficiently across the organization.