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

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23.1. Knowing Your Company's CRM Goals

Surely, any company could “buy” customer loyalty with great free products and services. Many of the now defunct dot.coms did exactly that! And where are their customers today? I can't tell you exactly, but they're certainly no longer the loyal customers they once were to companies that no longer exist. Happy customers and loyal eyeballs are not the only measure of success; profit is still important. The secret to CRM success is finding the right balance between customer experience and company profit, as illustrated in Figure 23-1.

Figure 23-1. Balancing profit and customers

Almost every CRM business decision ...

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