chapter 13
Develop a customer relationship management approach
We will now take a look at how you can use a variety of customer relationship management or CRM techniques to initially understand your customers and then put in place a range of proactive and reactive activities using tools such as email, instant messaging and even video messages, to remain front of mind, meet changing needs and maximise the value derived. To achieve this for your brand, you can utilise a framework that consists of what I call the four killer question model of CRM that we will go through.
Four killer question model
Description
The four killer questions are as ...
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