Module 2 : Looking at Customers

Introduction Identifying your customer In order for CRM to be relevant, you need some customers in the first place. For an organisation to succeed, it needs to serve its customers and meet and then exceed their expectations. If you are to meet your customers' needs, then it is vital that you take the time to truly understand them. This knowledge can be gained via a number of channels that generally fall under the umbrella of “market research'. Specifically, it means seeking the a...