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In the implementation of CRM, management plays a vital role. It cannot be implemented without their cooperation. This is because CRM includes changes in long term aspects and the revision of long tem goals. These organizational objectives need extra scrutiny. It is insufficient if employees involved in the CRM process alone pay due attention to it. Management needs to have a clear cut idea of CRM goals before it actually implements it. It is important to note that short term achievements should not be regarded by management as indicative of long term gains.
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