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Once you have user interest-or an existing customer-how do you keep that interest alive and growing?

The answer is Customer Relationship Management (CRM). What that means is the collection of crucial information, data and statistics that allow you to keep in touch with users in a very customized, highly targeted way. Whether these users are prospects, customers, partners, or even employees, the goals are the same: user-friendly access to content and services that are meaningful to them as individuals.

One of the most important Internet business issues currently is the question of how to turn prospects into real customers, and how to grow interest and personalize information for existing customers to make them feel "special" and remain loyal to your company.

CRM is the answer. You have, for example, the ability to find all your users in a particular city or state that have not visited for more than a month, and through a point-and-click interface send them a personalized message that pertains to their location, with their name or other personal information merged into each individual email.

This allows you to interact with your customers on a level never before possible 24/7/365.

Any bit of information gathered from the user through CRM modules, can be tracked and searched on an individual level-of course with the customer's consent (known as opt-in). The customer has the ability to email the CRM system to be removed if needed (known as opt-out), and the system automatically gives this user a "removed" status, yet keeps him in the system should he decide to visit again.