Editor’s Note: DMReview.com is pleased to announce the addition of Mark Price to its list of regular online columnists. Price is the customer intelligence practice leader for Zamba Corporation, a leading national consulting firm specializing in customer care. His monthly column, "On the Marketing Frontier," will be updated on the first Friday of every month. To read an additional installment to this introductory column, please visit the October 6, 2000, issue of DM Direct, DMReview.com’s electronic newsletter.
This column will address many myths that persist among marketers about technology, particularly marketing technology. The assumptions behind these myths prevent marketers from adopting new tools that can be useful in developing, supporting and enhancing relationships with customers. With technology-assisted relationships, marketers can improve customer retention, impact profitability, grow sales and cement long-term business viability. Today, the path to profitability is built with the bricks of customer retention, and customer retention spells the difference between burn-rate burnout and a successful growing enterprise.
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