*NCDM Speaker: Loyal Customers Bring Profits

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LAS VEGAS -- A cancellation by the originally scheduled opening keynote speaker at the 25th National Center for Database Marketing conference here left Thomas Wick, senior consultant for global marketing at Hewlett-Packard Co., with little time to prepare his own speech.

But he knew that the details of a data integration project he has been working on at Hewlett-Packard would be relevant.

In addition to looking at how the integration of customer data can improve customer relationship management, the main theme of Wick's speech Monday was: customer loyalty equals profit.

"Customers interact with you from a lot of different sources and they build a perception of you over time based on those interactions," he said. "You have to build an exciting promise that generates involvement on their part. Build an exciting dream and then take the steps necessary to make it real for them."

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