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

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Chapter 8. Go! Developing Your CRM Strategy

Okay, we're ready to get to work. As you know, the first step you must take is to determine how your company is going to approach CRM; what is the right strategy for you? To create your CRM strategy, you start by defining where you want to be and decide what kinds of relationships you need to have with your customers in order to stay competitive. You need to understand where your company is now, and you must select the best path to get to your goal.

The questions you have answered at the ends of the chapters are preparing you to think about your organization and begin to formalize and articulate what direction your company's CRM should take. This chapter considers how to bring other important viewpoints ...

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