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Customer Relationship Management: Getting It Right! by Judith W. Kincaid

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1.4. Building and Managing Relationships in the New Marketplace

The Internet is here to stay. Customers like it because it puts them more in control. Companies like it, too; it's the most cost-effective way to enable most sales, marketing, and support activities. We will talk more about the Internet and building loyalty in Chapter 4. Throughout the book, we'll consider the impact of the Internet-generated issue: how to build trust and loyalty when there aren't at least two people directly involved.

This new marketplace requires that we substitute electronically stored and accessed customer knowledge for the customer knowledge held by sales people and others. We know that fewer and fewer of our customer relationships will involve interactions ...

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