Last updated: 4 August 2026
1. Who we are
Caldere Associates Ltd (“Caldere”, “we”, “us”, or “our”) is a CRM consultancy based in Reading, Berkshire, providing CRM consultancy, implementation, customisation, training, and support services to small and medium sized businesses. We are the data controller responsible for your personal data when you visit our website at www.caldere.com, contact us, or engage us for our services.
Our registered details are:
- Company name: Caldere Associates Ltd
- Registered office: Quadrant House, Broad Street Mall, Reading, RG1 7QE
- Telephone: 0118 945 6220
- Email: hello@caldere.com
- ICO Registration Reference: ZB859605
This policy explains how we collect, use, share, and protect your personal data, and sets out your rights in relation to it. It applies to personal data we collect through our website, by telephone, by email, and in the course of providing our services.
2. Information we collect
We collect personal data in the following ways:
- Information you give us directly. When you submit an enquiry or booking through our website, contact us by telephone or email, or engage us for services, you may provide your name, company name, job title, email address, telephone number, postal address, and details of your enquiry or requirements.
- Information we collect automatically. When you visit our website, we automatically collect certain technical information, including your IP address, browser type and version, device type, operating system, referring website, pages viewed, and the dates and times of your visit. This is collected using cookies and similar technologies, as described in section 5 below.
- Information we receive in the course of our services. Where we provide CRM consultancy, implementation, or support services, we may receive personal data relating to your staff, customers, or contacts as part of the project, system configuration, or data migration work we carry out on your behalf. In this context, you (our client) remain the data controller and we act as a data processor, under the terms of our services agreement.
We do not knowingly collect any special category data (such as health, racial or ethnic origin, or religious belief) through our website, and we ask that you do not submit this type of information in any enquiry or form.
3. How we use your information and our legal basis for doing so
Under UK data protection law, we must have a valid legal basis to use your personal data. The table below sets out the main purposes for which we use personal data and the legal basis we rely on for each.
| Purpose | Type of data used | Legal basis |
| Responding to consultation and contact form enquiries | Name, email address, telephone number, and the details of your enquiry | Legitimate interests (to respond to your enquiry) and, where a contract results, performance of a contract |
| Providing CRM consultancy, implementation, and support services | Contact details, company information, and project or system data you provide to us | Performance of a contract and legitimate interests |
| Managing our client and prospect relationships (using our own CRM system) | Contact details, company details, and communication history | Legitimate interests and, where applicable, performance of a contract |
| Sending marketing communications about our services | Name and email address | Consent, or legitimate interests where permitted by law for existing clients |
| Understanding and improving how visitors use our website | Usage data collected through cookies and analytics tools | Consent (for non-essential cookies) and legitimate interests |
| Meeting our legal, accounting, and regulatory obligations | Contact, contract, and financial records | Legal obligation |
Where we rely on consent (for example, for marketing emails or non-essential cookies), you can withdraw that consent at any time, as explained in sections 5 and 7.
4. Who we share your information with
We do not sell your personal data. We may share your information with the following categories of third party, only where necessary:
- Our CRM and business software providers. As a Zoho Authorised Partner, we use Zoho’s CRM and related business applications to manage our own client and prospect relationships. Enquiry and contact details you submit to us may be stored within these systems.
- Website and analytics providers. We use Google Analytics (via Google Site Kit and Google Tag Manager) to understand how visitors use our website, and CookieYes to manage cookie consent. These providers may process limited technical data on our behalf.
- IT, hosting, and professional service providers. Companies that provide website hosting, IT support, accountancy, or legal services to us, who may process personal data on our behalf under appropriate confidentiality and data processing terms.
- Regulators and authorities. Where required by law, regulation, or a valid legal request, or to protect our legal rights.
- A buyer or successor. If we sell, transfer, or merge part or all of our business, personal data may be transferred to the new owner, subject to the same protections set out in this policy.
We require all third parties to respect the security of your personal data and to treat it in accordance with the law. We do not allow our third party service providers to use your personal data for their own purposes.
5. Cookies and similar technologies
Our website uses cookies and similar tracking technologies to operate the site, remember your preferences, and understand how visitors use it. We use CookieYes to manage cookie consent, and you will be shown a cookie banner when you first visit our website, allowing you to accept or reject non-essential cookies and to manage your preferences at any time.
The cookies used on our website generally fall into these categories:
- Strictly necessary cookies. Required for the website to function properly, such as remembering your cookie consent choices. These cannot be switched off.
- Analytics cookies. Used by Google Analytics to help us understand how visitors interact with our website, such as which pages are viewed and how long visitors stay. These are only set with your consent.
- Functional and embedded content cookies. Where we embed content such as YouTube videos, the relevant provider may set its own cookies when you interact with that content.
You can change or withdraw your cookie consent at any time using the cookie preferences icon on our website, or by adjusting your browser settings to refuse cookies. Please note that some parts of our website may not function properly if you disable certain cookies.
6. International transfers
Some of the third parties we use, including Google and Zoho, may store or process personal data on servers located outside the UK and the European Economic Area (EEA). Where this happens, we take steps to ensure your personal data is protected to a standard equivalent to UK data protection law, for example by relying on providers certified under recognised data protection frameworks or by using standard contractual clauses approved for use in the UK.
7. How long we keep your information
We only keep personal data for as long as necessary for the purposes set out in this policy, or as required by law. As a general guide:
- Enquiry and contact form submissions that do not result in a client relationship are typically retained for up to 24 months, so that we can follow up appropriately, and then deleted or anonymised.
- Personal data relating to clients and ongoing service engagements is retained for the duration of our relationship and for a period afterwards to meet our legal, accounting, and tax obligations, typically up to 7 years.
- Marketing contact details are retained until you unsubscribe or withdraw consent, or until we identify that the data is no longer accurate or relevant.
- Website analytics data is retained in accordance with the retention settings of the relevant analytics tool, and is not used to identify you personally.
8. Your rights
Under UK data protection law, you have the following rights in relation to your personal data:
- The right to be informed about how we collect and use your personal data (which this policy sets out).
- The right of access to request a copy of the personal data we hold about you.
- The right to rectification to ask us to correct any inaccurate or incomplete personal data.
- The right to erasure to ask us to delete your personal data in certain circumstances.
- The right to restrict processing to ask us to limit how we use your personal data in certain circumstances.
- The right to data portability to ask us to transfer your personal data to another organisation, or to you, in certain circumstances.
- The right to object to our use of your personal data, including for direct marketing, based on legitimate interests.
- Rights related to automated decision making and profiling, where applicable, although we do not currently carry out any automated decision making that has a legal or similarly significant effect on you.
To exercise any of these rights, please contact us using the details in section 10. We will respond to your request within one month, in accordance with UK data protection law. We may need to verify your identity before actioning your request.
If you are unhappy with how we have handled your personal data, you have the right to raise a concern with us directly, or to lodge a complaint with the Information Commissioner’s Office (ICO), the UK’s data protection regulator, at www.ico.org.uk or by telephone on 0303 123 1113.
9. How we protect your information
We take the security of your personal data seriously and have put in place appropriate technical and organisational measures to protect it against unauthorised access, alteration, disclosure, or destruction. These measures include access controls, secure hosting, and the use of reputable, security conscious third party service providers. Where we act as a data processor for client data in the course of our CRM consultancy work, we follow the security requirements set out in our services agreement with that client.
10. Children’s privacy
Our website and services are intended for businesses and are not directed at children. We do not knowingly collect personal data from children, and if we become aware that we have done so, we will take steps to delete that information.
11. Changes to this policy
We may update this privacy policy from time to time to reflect changes in our practices, services, or legal requirements. Any changes will be posted on this page with an updated “last updated” date. We encourage you to review this policy periodically.
12. Contact us
If you have any questions about this privacy policy or how we handle your personal data, please contact us:
- Caldere Associates Ltd
- Quadrant House, Broad Street Mall, Reading, RG1 7QE
- Telephone: 0118 945 6220
- Email: hello@caldere.com
- ICO Registration Reference: ZB859605