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Can I use CRM software to build a successful loyalty program?

Michael Lowenstein EXPERT RESPONSE FROM: Michael Lowenstein

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QUESTION POSED ON: 05 November 2007
Can I use CRM software to build a successful loyalty program for my company? Will it reflect all necessary parts of a loyalty program?

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EXPERT RESPONSE
This depends on how loyalty program is defined. If it includes all interactions with a customer captured in a database, then it will help support everything a company is doing with customers to build value. CRM software alone, however, can't guarantee the creation of value -- customer centricity, and a single view of the customer across the enterprise, will do that.


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