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The Brave New Service Strategy

Aligning Customer Relationships, Market Strategies and Business Structures
By Theresa Welsh, Barbara A. Gutek
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About the Summary

Many companies who claim to have “relationships” with their customers mistake collecting data about customers with actually knowing them. The authors explain how to differentiate between true relationship businesses and what they call “encounter” businesses. They then show how many of the best companies reject “pseudo-relationships” in favor of enhanced encounters.

Marketing Customer Relations
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