Why is cultivating customer relationships, rather than enhancing creative or sending more marketing, the cure for today's communication epidemic? Because within the context of customer relationships, communication becomes invitational rather than intrusive. It becomes permission-based and mutually beneficial. Most important, communication becomes relevant. Customer relationships are today's business currency and strongest asset. Capitalizing on this asset through relevant communications means building the long-term customer equity that propels profitability. More than ever, companies that modify processes and communications to cater to customer expectations will emerge as market leaders.
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