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Detica’s Jeremy Braune assesses why e-CRM isn’t working.
Giving customers what they want - Part 2 | Part 1
Customer in context
Before considering the steps required to close the gap between expectation and reality concerning a customer’s experience, it is first necessary to understand the drivers that have shaped that customer’s expectation in the first place.
For example, as consumers we are becoming increasingly aware of our own worth – and consequently are more demanding of the brands that wish to serve us.
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Consultants' Advisory 2002
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