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What is Chapter 1: Customer Relationship Management Is Not An Option about?

This document discusses customer relationship management (CRM) strategies. It emphasizes that CRM must involve coordination across all departments, not just sales and marketing. CRM is defined as a comprehensive strategy for creating, maintaining, and expanding customer relationships. The document stresses that CRM strategies should drive technology choices, not the other way around. Effective CRM relies on understanding customer needs and adding value at all touchpoints. It aims to cultivate advocates by p

Author

Hemal Mistry

Language

EN