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Customer Relationship Management: The Bottom Line to Optimizing Your ROI by Dr. Natalie L. Petouhoff, Dr. Jon Anton

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CRM Process Strategy

“Strategy! We don't need no stinkin' strategy!” The typical organization never addresses the overall commonsense relationship management strategy; more typically the various strategies are developed under the various departments. IT develops the Web strategy, customer service develops the call center strategy, nobody addresses e-mail, and what about good old-fashioned mail? Has anyone checked the mailbox lately? Meanwhile marketing is coming up with an entirely new approach to reaching customers, but have they thought about how the customer will reach us?

If you did not actually do the CRM strategy dreaming in Chapter 1, it is important for you, as a leader, to spend the time dreaming about what you want the CRM implementation ...

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