In CRM, Jeffrey Peel defines Customer Relationship Management in a radical new way by putting communications at the center.
In the past, CRM was mostly about the technology, not about the customer.
In this book, Peel talks about a new ethos that is beginning to fundamentally change the way organizations do business.
At a technology level, CRM is increasingly about conjoined best-of-breed applications delivered via portal technologies.
At a business level, it is beginning to invade traditional territories occupied by brand management or customer support.
Peel shows companies how to make the shift to the new paradigm.
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