Retailers in the U.S. are convinced that CRM is one of the most important aspects of their business. However, the sector in general has failed to utilize the full potential of these programs, and the industry will be striving to elevate its CRM game in the future. That’s good news not only for customers, but also for the providers of CRM technologies and services. “I think that as an industry, retailers have seen the effectiveness of using CRM,” said Mike Gatti, executive director of the Retail Advertising Marketing Association.

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The 4 Cornerstones for CRM Retail Investment in 2010