omers in real time in a variety of ways .
‘ Marketing automation technology can offer a solution by helping organisations centrally control customer communications , including transactional , on-demand and interactive documents .’ be automatically delivered through virtually any channel , including print , web , email or SMS reducing the need for manual responses .
Effective customer relationship management requires an ongoing commitment , but will reap many rewards . An engaged customer will continue to interact with and buy more from a company over time . Businesses should therefore see every interaction as an opportunity to strengthen current relationships or establish new ones .
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