How to manage customer relationships to increase sales and lower costs

 
When I was a student at the Naval Nuclear Power School (on my way to becoming a submarine officer), one of things I never wanted to see on my exams was the acronym GCE, which stands for Gross Conceptual Error. GCE on your paper indicates that — apart from a simple math error or terminology error — you simply did not understand an important concept.

A GCE that many CEOs have is that relationships can be managed effectively by essentially not managing them at all. Even with the outstanding customer relationship management (CRM) tools that most companies have adopted, managing relationships outside the new sales pipeline is simply not done.

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