Customer relationship management (CRM) requires the alignment of three units: understanding customer decision-making, customer information, and the ability to process information. However, his emphasis on the latter ahead of the first two, so that CRM is rarely realized its full potential. The guidelines presented here can help managers to build a full range of information portfolio CRM, that through thoughtful integration of existing tools, information and communication channels properties, can provide a more complete picture of the customer and provide the basis for long-term and profitable relationships with them. "Hide
by Anne Stringfellow, Winter Nie, David E. Bowen Source: Business Horizons 8 pages. Publication Date: September 15, 2004. Prod. #: BH158-PDF-ENG
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