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How to Innovate in Marketing (Collection), 2/e by Tony Davila, Robert Shelton, Joan Kiddon, Larry Light, Michael Tasner, Monique Reece, Marc Epstein

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17. Marketing’s Secret Weapon

So far, we have discussed how to analyze and segment your existing customers and track customer information to develop effective CRM strategies. These are the basic mechanics for fostering customer loyalty and building a more profitable customer base. Customer experience and a customer-centric culture are the elements that add the magic.

A strong customer strategy requires a company culture that values customers and nurtures this philosophy among employees. It’s easy for business leaders to talk about creating a customer-focused culture, but actually doing it is a completely different matter. Companies that are customer-centric do more than put programs in place. They design a culture that values creating a rich ...

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