To initiate a customer relationship management cycle, a company must focus on _____
a. using big data analytics to enhance the collection of customer data
b. collecting detailed information about the products and services its customers are using
c. identifying profitable and unprofitable customers
d. transforming customer data into information that can be used to make managerial decisions
ANSWER: b
To initiate the customer relationship management (CRM) cycle, a company must identify customer relationships with the organization. This may entail learning who the customers are or where they are located, or it may require more detailed information about the products and services they are using.
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