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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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Making Change Happen

So for the manager of CRM the real question becomes: once people leave that room, how do we make that change happen? Saying, “Go fix it!” is easy and it's easy to want to accomplish the fix, but it can be hard to actually implement it. Why?

Fixing the situation means that people have to change what they were doing and do it differently. If you are not familiar with the human reaction to change, you might not understand why change doesn't happen readily. This part of the chapter is dedicated to helping you understand change, your employee's reaction to it, and why or why not the customer service might be getting better. It seems very simple that if you tell someone to do something, they should just do it, right? If it involves ...

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