Profitable customer relationships are the lifeblood of any
commercial enterprise. Yet we know from personal experience
that many organisations fall far short in treating their customers
as they would expect. Do they build up customer or brand loyalty?
The answer in many cases is no, and so the customer moves
to another supplier at the first available opportunity.
It is an oft quoted fact that it costs five times more to
acquire a new customer than to retain an existing one. So
why do organisations regularly fail to look after the very
people they should care for the most? Maybe they think by
installing a CRM system they have addressed the issue.
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