It is the collection of customer-related information focusing on historic sales, current opportunities, and future opportunities. These databases are maintained by a number of different functions such as sales managers, channel managers, product managers, etc. It can store information such as:

► Customer's personal information containing fields for name, address, contact details, contact preferences, age, marital status, birthdate, anniversary, professional and social status, etc.

► Sales managers can record past transactions, product preferences, opportunities, campaigns, enquiries, billing, etc.

► Channel managers can record business-owned retail outlets, online retail information.

► Product managers may record product preference, price band, product categories explored, etc.