For any organization, government or private, the need for structured and systematic storing data is indispensible. With the ever increasing amount of business conducted (and with Internet and e-business resulting in the creation of large volumes of data), the need to store and manage data is even more felt by these organizations. Databases are developed to secure and store data and retrieve them when needed and are increasingly used for developing marketing strategies and customer relationship management. A database manager or an administrator is a specialist who manages and controls the database and also decides how to store the data. So, he has a big role to play in the success and smooth functioning of the organization.
In the present scenario where every organization tries to outsmart its competitors, databases are also increasingly used in managing customer relationships so that customer satisfaction and good sales are both achieved. Using a database, you can establish key facts such as the list and also the most profitable customers and their age groups and sex who give you maximum sales etc. This is to say that you can identify and hence target specific customers with your products. Customer database also helps you to establish a good rapport with the customers. Customer relationship management (CRM) plays a vital role in the success of sales and marketing companies. So, there is a big role an organization’s database could play in formulating its CRM strategies.
So, how is a database created and maintained? A Database Management System or DBMS is a set of computer programs controlling the creation of a database of an organization, its maintenance and its use. This system enables the database administrator to control, edit or delete information from the database when required. He looks after the setting up new database, integrating data into a new system, testing, troubleshooting, and also ensures data integrity, data security, and backup systems. In short, he ensures the performance of the system.