Question

As Peppers et al. point out in their seminal article regarding one-to-one marketing, List the four basic steps in CRM.

Answer 1

The four basic steps in CRM are conducting research, making a target list, establishing contact, and building relationships.

Step-by-step explanation:

The four basic steps in CRM are as follows:

1. Step 1: Conduct research on companies of interest - This involves gathering information about the target companies through their websites, media, and professional organization websites.
2. Step 2: Make a list of people who you want to target - Identify key decision-makers in departments of interest and in senior positions who can have influence.
3. Step 3: Establish contact - Connect with the identified individuals through social media or industry publications.
4. Step 4: Build and maintain relationships - Cultivate relationships with the decision-makers, staying in touch and nurturing the connection over time.