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Beyond CRM: Manage Customer Experiences – Forrester Research

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Well-intentioned customer relationship management (CRM) efforts that focus on internal processes and objectives have largely failed to serve the most important stakeholder: the customer…

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Well-intentioned customer relationship management (CRM) efforts that focus on internal processes and objectives have largely failed to serve the most important stakeholder: the customer. Customer experience leaders need to drive an outside-in focus into these efforts by defining the desired experience, understanding customers' behaviors and needs, focusing on data rather than systems, and building a customer-centric culture.

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