Burlington, Mass.

Heather Fletcher is senior content editor with Target Marketing.

If the goal of customer relationship management (CRM) is to meet consumers' needs on an individual basis, then there's not much more Hyundai could've done to help "Joe Sample" of "Any Town" arrive on time for the 45,000-mile service check on his Santa Fe. But Hyundai could optimize the channel used to contact Sample, and the auto manufacturer did so based on customer responsiveness, to the tune of double-digit reductions in print expenses.

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