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CRM is defined as Customer Relationship Management. But what does that mean, exactly? The best definition I've seen (source unknown) explains that CRM means making the customer the center of the enterprise. You must create a genuine sense of attachment and closeness.
In my mind, if you're treating your customers (members, constituents) as they want to be treated, and not the way that is most convenient for you, then you're practicing CRM. Databases can help you better manage your customers in a one-to-one environment. You can track the kinds of information (preferred method of communication, vacation addresses, special interest areas) that will help you communicate with your members in the way in which they want to be communicated, with the kind of information that they want to receive. So in my mind, if you're treating your constituents the way they want to be treated, and you're using your database to help you do that, then you're practicing CRM.
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