Overall Framework
As we have seen, CRM is a strategic approach to business management with the development of a customer centric business culture and philosophy. The central challenge is how to organize a business with the customer at its center with the singular commercial objective of optimizing customer development and profit.
Therefore, by definition, it must be led by the Board of Directors who must take direct ownership of the strategic CRM direction. It is, fundamentally, a top-down approach to profit management with the customer firmly placed at its center and, as such, involves everyone in the business. The customer is no longer the sole province of sales or marketing or customer service. It embraces ...
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