Every customer is an individual with a choice. The role
of Customer Relationship Management (CRM) is to ensure
that each first-time buyer becomes an ongoing client, and
every client a self-perpetuating advocate of your
business. This book explains the elements of CRM and how
to establish an integrated customer relationship-oriented
approach in your organisation. How, in a word, to become
a business where every customer's need is not just
provided for but anticipated.
