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

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Questions for Reflection

These questions help you understand how your CRM functions are organized. You may not call them Marketing, Sales, Customer Services, and Product Support, but somewhere in your company and/or business partners, all these activities are performed.

1:What functions in your company directly interact with the customer?
2:Where does each of these functions report?
3:Where (at what level in the organization) do these functions come together under a single manager?
4:What touch points does your company currently employ and which function manages them (broadcast, e-mail, systematic, Internet, mail, event, phone/fax, personal)?
5:What are the basic steps in your customers' life cycles (consider, purchase, set up, use)?

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