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What is Understanding Customer Relationship Management about?

This document provides an overview of customer relationship management (CRM). It defines CRM as developing long-term, mutually beneficial relationships with customers. The document outlines key CRM concepts like trust, value, understanding customer needs, and having a long-term perspective. It also describes CRM functions like profit, volume, innovation and access. Models of CRM are presented, including focusing on customer satisfaction, loyalty and quality. Managing customer relationships is discussed as i

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