The goal of this book is to provide the reader with exposure to these techniques and technologies of CRM. Specifically, the Essentials of CRM explores examples of customer relationship management the work - and those that don't - with the help of easy-to-understand vignettes. The book assumes an intelligent executive-level reader who may be unaware of the particular vernacular of the customer service field or not know how to recognize a superior CRM formula. The reader will come to appreciate the many uses of CRM, from actively developing a following of profitable customers to turning nonprofitable customers away in cost-savings maneuvers.
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