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Chris Maxwell clears away some of the hype surrounding CRM.
Down to brass tacks - Part 1 | Part 2
Back to Part 1
2. Sort out the customer contact history.
In the old days, when organisations only dealt with their customers face-to-face, or on the phone or by post, keeping track of the contact the organisation had with customers was pretty straightforward.
In today’s multi-channel environment, customers can touch different parts of the business in a wide variety of ways – including phone, web, web chat, web collaboration, mobile device, Voice over Internet Protocol (VoIP), email, fax, post, iDTV, directly and via the contact centre.
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Consultants' Advisory 2001
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