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In essence, CRM helps a business to recognise the value of its customers and to make it possible to improve customer relations. The better a business understands its customers, the more responsive it can be to their needs.
Benefiting from CRM is not just a question of buying the right software but businesses must also adapt themselves to the needs of their customers.
In the commercial world the importance of keeping existing customers satisfied and expanding business is paramount.
The importance of customer satisfaction should not be underestimated. Happy customers buy more than unhappy ones, and they do so for a much longer period of time...
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