A data-dollar spent in assiduous customer retention can be well worth it. If you want to identify one of the most powerful tools for assuring long-term customer satisfaction, you’ll find it in your database. It’s capable of driving the most efficient and effective investment of marketing resources. Unfortunately, the database often is used for short-term objectives. It is detached from any strategic initiative measured by customer satisfaction, retention, and lifetime value. If you don’t believe me, here are two solid illustrations of how trust and respect for the customer are manifested in a database. Or not.