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Unformatted text preview: ProFile 1 UNIT 9 The customer
CRM – CUSTOMER RELATIONSHIP
Relationship marketing is all to do with making
sure that the customer remains a customer.
Magazines, special offers, loyalty cards, vouchers,
and gifts are some of the tools that can be used
to engage them in an ongoing dialogue. While
this is nothing new, CRM takes the retention of
customers to a higher, much more organized
level. This has been helped enormously by the
development of databases which can store
information about customers’ needs. The storage
of information about customers gathered via
loyalty cards is known as ‘data-wareho...
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- Spring '10