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Customer profitability also goes up when the cost to serve those customers goes down.

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Companies like Zappos.com and Bath & Body Works do little or no advertising because word of mouth does it for them. 

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Consider the value of an enthusiastic consumer who recommends a product at every opportunity. 

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But there are other elements of profitability when it comes to customers.

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So how do you define...

Profitable - When executives think of profit, most often they think hard dollars. 

Rex

and sometimes even customer. But doing so is necessary to craft a CRM strategy that will foster a sustainable competitive advantage in today's hyper-evolving marketplace.

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The challenge for organizations that want to "do" CRM is defining profitable,partnership, customer experience,

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one that boost wallet share, spurs referrals, and thwarts the competition.

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and the enterprises that recognize that are the ones customers tend to gravitate toward. It's also about creating a compelling customer experience; 

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It doesn't matter what you call it--customer relationship management, customer managed relationships, total customer management--CRM is about partnership,