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Customer Relationship Management: Getting It Right! by Judith W. Kincaid

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8.1. Answering the Three Key Questions

Where do you want to go? Where are you starting? How are you going to get there? These are the three questions that the strategic planning process will help you answer so you can successfully build your CRM program. Figure 8-2 reminds us of the three vectors that shape the customer experience: what's happening in the marketplace, what your company says, and what your company does. To get the answers, you'll be gathering information from (or about) the marketplace (customers and competitors) and from inside your company (from key executives and employees who have significant customer experience and knowledge).

Figure 8-2. The customer experience

There are two reasons to take a trip: (1) you want to get somewhere, ...

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