A successful CRM strategy is arrived at after understanding whom the customers are and how both parties derive value from their relationship. A relationship is considered to hold if and only if both the parties benefit. The company should therefore know and avail what the customers and at the same time make profit from it. In the given case study, the two merging companies GTE and Bell Atlantic had good CRM visions. Unfortunately, the companies’ CRM strategies had problems. GTE had technologically outdated strategy while Bell Atlantic’s problem was its surfeit of single-purpose, application-centric systems. Because value delivery ...
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