"Data: Your Water Wings for the Next Ocean" [The Web and Print] is an article that advises becoming a data centric organization. "The data is the fuel that drives personalization." The article's suggested solution: Highrise.
Look at the data you have about your current customers, see what data is missing, and figure out how to structure the next job or next customer to collect more complete data. I’m a huge fan of MIS systems but they are collecting data about your business, I’m talking about collecting data about your customer (CRM systems), don’t be scared off by the expensive sounding acronym – try Highrise by 37signals, its easy to use and the price is right. Customers aren’t going to trust you with their personalized campaigns if you have shown no abilities in promoting your company by utilizing the tools. The best advertisement of personalization and new cross media products and services is to use the tools to promote your business.