Summary
There have been and will continue to be new and exciting technologies that aim to provide consistent customer service across channels. While impressive, companies must not underestimate the importance of implementing processes that support consistent customer service. Moreover, companies must not downplay the significance of ensuring that in-company personnel and external customers feel comfortable and agreeable with the changes that consistent customer service inevitably brings.
In the beginning of this chapter, I stated that CRM really is a new business approach that allows customers to conduct business with a company the way the customer so desires, that CRM offers new technology tools to make this happen, and that consistent customer ...
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