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14.3: A CRM model

  • Page ID
    24944
  • Many companies that practice CRM rely on a simple model to guide them strategically. In many cases, this sums up exactly what CRM is about. Below is a simple model that demonstrates this.

    clipboard_e5cb3cffa79fa63ab47127ce1bf1337c5.png
    Figure \(\PageIndex{1}\): A simple CRM model can provide strategic guidance Adapted From Stokes, 2013

    Note

    Notice the Pareto effect, discussed later in this chapter, demonstrated in this model.

    As you can see, a good CRM strategy turns strangers into customers, customers into friends, and friends into advocates for your business. One needs to identify the right touchpoints and messaging to drive a customer further along this funnel.

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