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

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Chapter 23. CRM: You Got It, Right?

Managing customer relationships today really means turning the management of the relationship over to your customers. It's a scary thought, isn't it? How do you let customers manage their own relationships without giving up total control of your business? And even if you did give up control, it wouldn't really do your customers much good if you lose money and have to go out of business because you “delighted.” them. The dot.com debacle taught many people that important lesson.

Customers require that companies give them what they want, the way they want it, and when they want it. The trick is giving customers choices about how they interact with your company without giving the company away. Balancing priorities ...

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