CHAPTER16

Interactive CRM

Interactive CRM (ICRM) is the holy grail of marketing, leveraging historical and the most recent information about the customer to customize interactions online, via mobile, and in person in real time. This is an excellent way to maximize inventory utilization from a business perspective, and for customers it should reflect an anticipatory approach to service and their needs. Smartphones and brand-driven apps make this very feasible, though there is still significant work to integrate data from disparate sources to know ...

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