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Customers Relationships Evolve - So Must Your CRM Strategy

April 25, 2018 | Jonathan Z. Zhang, George F. Watson IV, Robert W. Palmatier | Marketing

Customer relationships can evolve through four stages — they can be transactional, transitional, communal, or damaged. Understanding each of these stages, using them to classify customer relationships, and tailoring CRM efforts accordingly can enable your company to better deploy its limited CRM dollars. Not all outreach efforts work equally well in all stages of a relationship. And without this kind of tailoring, you’re likely wasting some of your CRM budget.

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