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Memo to the CEO

Is managing the relationship between your business and your customers fundamental to your company's success? Is customer service a critical component for achieving and sustaining competitive advantage? Should the process of fulfilling your customers' requirements differentiate you from the competition?

If you answered yes to any of these questions, your company is a candidate for CRM. If you answered no to these questions, you should take this chapter to heart: CRM should be your company's lifeblood. CRM means offering the right product or service to the right customer at the right time and price via the right contact point. CRM paints a compelling picture. The changes possible through sales-and-service integration today were inconceivable a few decades ago. The service levels such integration can bring are resetting the bar on what customers have come to expect.


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