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

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Chapter 5. Understanding the Method

Part 1 set the stage for our CRM efforts. We discussed how changes in the marketplace have made building customer loyalty and Customer Relationship Management imperatives. We developed a common understanding of what we mean by CRM and what it entails both on and off the web. We also discussed the following:

  • The marketplace has changed for all companies. The Internet has dramatically raised customer expectations, but it hasn't changed the basic business rule that in order to be successful you have to run a profitable business. Competitive pressure on product and service uniqueness and cost has made commodities of many products, so it is even more difficult to be profitable.

  • Customer loyalty (preferring to buy ...

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