Customer Chemistry: How to Keep the Customers You Want – and Say “Good-Bye” to the Ones You Don’t, by Susan Greco and Mary Naylor (McGraw-Hill, 2002). Customer Relationship Management, by Kristin L.

In most enterprise software, dummy records are a sign of data problems or sloppy thinking. Not so in CRM: dummy records can actually make the system smarter. Here's how to use them. By their very ...

It’s ironic, then, that CRM systems actually have legitimate reasons to use dummy values in records. If you’ll allow me to use some Jeff Foxworthy shtick here, I’ll walk through some examples: If ...