'Tis the Season to do some CRM

Customer Relationship Management, or CRM for short, is a marketer's best friend. And like any (best) friendship, marketers need to nurture and asses it for the benefit of the relationship. And now that we are in the holiday homestretch, it couldn't be a better time to treat your CRM with a little TLC...

So here goes, a series of Holiday CRM Do's and Don't's...

Don't let this be the only time the customer hears from you.

Do keep your greeting personable and sincere. Who wants a robot friend?

Don't sell/cross-sell/up-sell in your holiday message - the only thing you're "pitching" is advocacy to the relationship.

Don't wait until the last minute - plan, prep and send your message without the dreaded holiday stress.

Do show your creative side. Last year, I received a greeting via YouTube and I still remember it. Just sayin'...

Don't only reach out to active, paying customers. CRM is great for stimulating those that may have gone dark, so shed some holiday light on the latent with a Season's Greetings.

Do what you can handle. Be realistic - if you don't have time to bake 50 pies and hand deliver each one of them, then stick with a card.

And finally, Don't expect anything in return - other than a stronger and more lasting customer relationship. After all, holidays are a time of giving, so 'Tis the Season to do some CRM.