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Recording their likes and dislikes, interests and preferences.Managing their information in a computerised electronic filing system - a database - to keep it up to date and easy to access.Sending them marketing emails, text messages or mailshots BURSTING with great content that's relevant to them.Measuring the response rate, identifying what works and what doesn't. Always giving fantastic value and treating every customer as a VIP.The benefits? Better response to your marketing, more repeat sales, more satisfied and loyal customers, more new customers, less money wasted on inefficient marketing.