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As companies seek to enhance their customer relationships, they recognize that employees who interact with customers are critical to the ongoing success of Customer Relationship Management (CRM) initiatives. The brand promise will be either fulfilled or compromised on the basis of an employee's desire and ability to promote it. The rationale is inescapable: if a person desires valued relationships with the customers, he or she needs valued relationships with the employees. Companies are recognizing the transferability of CRM practices to the employee management domain. New approaches have been identified to both raising employee satisfaction and increasing the ability to execute on customer strategies.

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