A ton of data and an ounce of emotion: Customer-centered CRM communication optimisation process

Leszek Haba and Piotr Idzik

Looks at optimising customer relationship management (CRM) communications with a focus on the bookmaking industry in Poland.

Introduction: The importance of empathy in modern world business

We are going to discuss Customer Relationship Management, CRM. So - let us start with the question: what is CRM? Can we call it one of the customer-centric approaches? We should; at leas

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