Without a dialog ­ two-way communication ­ with customers, we cannot really have a relationship. Yet, for many organizations, CRM seems to focus primarily on marketing and sales. In other words, it involves one-way communication focused almost entirely on getting the customer to buy more.

Similarly, CRM initiatives emphasize the development and implementation of campaign management and sales automation software solutions. When the service component is considered, the focus is usually on setting up systems and business processes to react to customer-initiated contacts. The integration of CRM software solutions is often not slated until well into the third or fourth phase of the implementation. Meanwhile, what the customer continues to see and hear from companies are just more efficient sales and marketing messages.

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