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Answer :
Final answer:
Understanding how customers make purchase decisions characterizes the CRM process.
Explanation:
Customer purchase decisions are influenced by various factors such as product features, brand reputation, pricing, reviews, and personal preferences. Understanding customer needs, effective marketing strategies, and creating positive buying experiences are key elements. Factors like social influence, online presence, and customer service also play vital roles in shaping the choices customers make during the purchasing process.
The step of the CRM process characterized by understanding how customers make their purchases and communicate with the firm is understanding how customers make purchase decisions. This step involves analyzing the factors that influence consumer decision-making, such as their preferences, needs, and budget constraints. By understanding these factors, a firm can tailor its marketing and communication strategies to effectively reach and engage with its target customers.
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Final answer:
Understanding how customers interact is the step of the CRM process that involves analyzing customer purchasing behavior and communication with the firm, focusing on the decision-making process and utility maximization.
Explanation:
Understanding how customers make their purchases and how they communicate with the firm characterizes the step of the CRM process that involves 'understanding how customers interact'. In the CRM process, it is crucial to analyze various factors such as what makes consumers happy, the costs of products, and the trade-offs that consumers consider when they make consumption decisions. This analysis helps in comprehending the decision-making processes of consumers, which goes beyond simplistic methods like 'eeny, meeny, miney, moe' and aligns with the goal to maximize their utility.
