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Business LibreTexts

14: Customer relationship management(CRM)

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  • Learning Objectives

    In this chapter, you will learn:

    • Why CRM is essential for any business.
    • The role that customers play in shaping and steering your business.
    • The difference between applying CRM as a communications strategy or a core business strategy.
    • How to collect, store, analyse and update your essential CRM data.
    • The step-by-step process of putting together your CRM strategy

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