Getting Started with CRM: An Outline Approach

11th Dec 2000
This article gives an introduction to CRM and argues that at the core of any method lies the basic need to identify which customers are worth targeting for a one-to-one relationship. The Peppers and Rogers Group four-step approach to implementation is advocated: (1) Identification of exactly who are your customers (2) Differentiation of the customers within your customer base (3) Interaction with the customers who have been identified as having long term value to your organization (4) Customization of services, products and other specialized needs to increase the share of a customer and strengthen the customer relationship.
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