Apart from long-term company profits, the major aim of customer relationship management (CRM) is to:
a. implement concentrated targeting strategies.
b. optimize customer satisfaction.
c. reduce personalization of products according to customers' needs.
d. minimize the use of database technology.
ANSWER: b
Customer relationship management (CRM) entails tracking interactions with customers to optimize customer satisfaction and long-term company profits. Companies that successfully implement CRM tend to customize the goods and services offered to their customers based on data generated through interactions between customers and a company.
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