Chapter 6. Customer relationship management archetype pattern

6.1 Business context

Although the best businesses have always realized that their relationships with their customers are important, it is only more recently that customer relationship management (CRM) has become a hot topic. This is because with the advent of the Internet, your competition is now only a few mouse clicks away for your customers! Similarly, sharing a good (or bad) customer experience with thousands of others is very easy to do. The physical barriers to acquiring new customers from the competition, or to losing your existing customers to the competition, are lower than they have ever been.

CRM is about actively managing the relationships between your business and your ...

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