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75 2019-03-26 417.04 KB CRM Unplugged Chapter 1.pdf
CHAPTER 1 A New, More Strategic Approach to CRM. Industry Leaders Show the Way.A Clearer Definition of CRM Is Required. Three Lessons from Leaders. The 1990s saw widespread investment by companies in software applications that automated their sales, service,
76 2019-03-26 230.12 KB CRM Unplugged Chapter 6.pdf
CHAPTER 6 An Enterprise-Wide Approach to CRM. What Is Customer Strategy and How Does It Help? How Customer Strategy Relates to Corporate and Functional Strategy Key Components of an Effective Customer Strategy Enterprise Marketing Management
77 2019-03-26 719.78 KB CRM Unplugged Chapter 4.pdf
CHAPTER 4 Customer Intelligence: The Science of Customer Insight. How Harrah’s Used Customer Insight to Turn the Tables on the Gaming Industry Seven Dimensions of Customer Insight Define a Scientific Process for Leveraging Customer Insight Building Blocks
78 2019-03-26 225.28 KB CRM Unplugged Chapter 3.pdf
CHAPTER 3 Strategy First: Aligning CRM with Company Strategy. Using an Analytical Framework for Defining Strategy Distinguishing Competitive Advantage from Other Types of Benefits How Competitive Advantage Manifests Itself in Operations Identify CRM Initiatives
79 2019-03-26 395.29 KB CRM Unplugged Chapter 2.pdf
CHAPTER 2 A Review of CRM Failures What Went Wrong with CRM CRM Contributes to a Scary Halloween for Hershey Why CRM Projects Fail. RM is expected to remain an important part of the commercial and government landscape, with projections of 9 percent
80 2019-03-26 300.60 KB CRM Unplugged Chapter 7.pdf
CHAPTER 7 Implementing CRM Successfully Implementation Guidelines for Success. I n previous chapters, we showed how the lack of strategic alignment, customer insight, and coordination of customer priorities across functional areas leads to unsatisfactory

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