Sharon L. Weaver

By Sharon L. Weaver A number of changes have occurred in the marketplace over the past year that have put tremendous strain on an organization's capital investments. Employee layoffs, mergers and stock market drops all affect the amount of money consumers have to spend on products and services. Therefore, it is becoming even more important for organizations to both retain and deepen their relationships with existing customers. Customer relationship management (CRM) is an overall strategy that allows organizations to more effectively manage and track customer contacts. CRM initiatives start with a vision of how to make the organization more customer-focused, but often require a

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