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"CRM - Inside Out: the Hidden Customer"
by Michael Meltzer - Managing Partner
Active Management Techniques (AMT)
Many organisations equate the term customer relationship management (CRM) directly with technologies such as call/contact centres and sales force automation systems (SFA) or as some means of improving their level of service. It is difficult enough when this view applies to the external face an organisation shows the world but is tougher when you try to get the organisation to focus internally and treat each other as valued customers. Focus on internal customer relationships (a form of Internal CRM) seems to be something that just does not happen. Yet in many ways each team member in an organisation tends to be the customer of another department, division or the individual down the next corridor.
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