Irene Cherkassky Being

By Irene Cherkassky Being able to share customer data throughout your organization is essential to your ability to meet customer needs in an effective and cost-efficient manner. For example, letting everyone know if a customer responded to an offer via direct mail, went to the Web or declined the offer entirely enables a more unified strategy of how best to follow up with that customer—whether that means having the appropriate company rep thank the customer for its business or knowing not to discuss the same offering with a customer again. However, most companies still are finding it a challenge to provide a full,

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