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Effective Sales Force Automation and Customer Relationship Management by Raj Agnihotri

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Chapter 3

The Role of the Customer in Technology and Strategy Implementations

Developing and implementing a relationship strategy is not an overnight task. In addition, it is nonpragmatic to expect the results from such strategy, if in place, all of the sudden. It is a long process that takes consistent organizational efforts. During this journey, customers’ roles changes multiple times, and their relationship with the company evolves. The journey of customer relationship building goes through several milestones, such as customer-centric activities, customer acquisition, retention, loyalty, and so on. Now, the vital question for organizations is, how does customer relationship management help achieve these milestones

To address this issue, first, ...

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