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Customer Relationship Management

Most businesses agree that customer is king. But most companies can still do more to become customer-focused by anticipating, understanding and responding appropriately to their customers' needs. Book from the Institute of Directors.

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Customer relationship management (CRM) should be addressed by organisations of all sizes. The techniques and technologies behind it enable a company to identify who its customers are - or who it would like its customers to be - and to understand the requirements of segmented groups within its customer base.

While CRM depends on, and is driven by, state-of-the-art information technology, it can only succeed when supported by a corporate culture that understands and is aligned to customer-focused objectives. This guide covers the core areas of this topic, including:

Becoming a customer-focused company

Acquiring and targeting customers

Improving services through systems integration

The smaller company perspective

This guide is part of the Director's Guide series, published by the Institute of Directors, which gives UK directors clear, practical advice on key business issues, with real life case studies.

To buy this book click on the link below


ISBN Number: 0749432950

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