Innovation has always played an important role in the success of all types of organizations. However today – with intense competition and demanding customers – innovation has become absolutely critical to a company’s ability to generate consistently superior levels of operational and financial performance. This paper illustrates how innovation in customer relationship management can result in superior business performance. Through the client work, this paper identifies three broad innovations in the customer relationship management arena that a number of leading companies are using to improve their financial performance, generate competitive advantage, and dramatically increase demand for their products and services.

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