The effect of experience on the market orientation of customer databases

Through the appropriate use of customer information captured through customer databases, firms can not only ascertain the current and future needs of their customers but also use this intelligence in streamlining their market orientation. In order to further research in this area, an exploratory survey of UK firms across industry sectors was undertaken. The research findings indicate that though firms capture pertinent customer information, this intelligence is chiefly used for operational aspects and the strategic use of customer databases is yet to be exploited.