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Increased use of technology, they told us, means that online channels are substituting for traditional face-to-face meetings, and CRM systems are providing new insights into customers. Our thought leaders identified two major drivers for this change: the use of technology, and changes in customer demands.
Say you introduce an innovative new customer-relationship-management (CRM) tool for your sales force, and revenue increases by 15%. When such simple randomization is not feasible due to logistics, ethics, cost, or sample size, more sophisticated analytical techniques can be employed. The change is a success, right?
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