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Advocate Marketing: Strategies for Building Buzz, Leveraging Customer Satisfaction, and Creating Relationships by Barbara Thomas

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10. The Influential Power of Customer References

No one knows your customers like you do, and building this knowledge is likely the most influential investment you have made in your business. The critical tool—the technology “Swiss Army Knife”—for advocate marketing is the customer relationship management (CRM) system. A CRM helps you record, store, track, mine, and analyze the invaluable and irreplaceable information about your customers’ needs, histories, and concerns to help positively grow your relationship with them. Using CRM solutions intelligently can help align customer information with your business goals for superior predictive planning and modeling, in short, to meet everyone’s needs. There are a number of CRM systems on the markets; ...

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