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"CRM" is increasingly becoming a functionality which businesses seek. They STILL have little or no understanding as to what CRM means.
There is, however, an increasing recognitiopn by SME's of the potential value of the "database".
They have this "nagging feeling", that if they did something with this, it would be a good thing.
That is the general understanding of CRM.
So let's take a scenario where you - beacause you consult in CRM - have been lucky enough to gain a new client - you may or may not have sold or implemented the software,
What is the first thing you are going to recommend to your new client, so that theyhave a chance of maximising their CRM initiatives?