Essay heading: Adidas - CRM technology

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Technology

 

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November 14, 1998

 

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17 / 4492

 

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However, keeping the customer has become regarded much more important, since Dawkins and Reichheld (1990) reported that a 5% increase in customer retention generated an increase in customer net present value of between 25 percent and 95 percent across a wide range of business environments . This is the shift in paradigm that has been argued by Webster in a seminal article in 1992...
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This is the shift in paradigm that has been argued by Webster in a seminal article in 1992. He claims that ?customer relationships' are now the key strategic resource of a business . There are no longer any simple buying-selling transactions. It is being replaced by strategic relationships where each partner maximises profits by linking with the other...
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