Customer relationship management

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Terry N


Date added:

April 14, 2015








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2 / 496


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It is grounded on high-quality customer data and enabled by IT.” (Buttle, 2004) It is a comprehensive and integrated strategy to retain and win customers by exploiting database information in order to create effective values that will enhance consumers’ loyalty as well as competitive edge to win new consumers from the competitors...
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The strategy must also have objective to create added value to the firm in the form of cost reduction, sales volume increase and thus profit growth. CRM is an attempt to modify customer behavior over time and strengthen the bond between the customer and the company. “The key to CRM is identifying what creates value for the customer and then delivering it”...
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