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Customers demand more from companies than ever before. They also are looking to be cared for in a personalized way. When a company delivers personalized service, customers feel valued by the relationship that is formed, and that ultimately builds loyalty. The roadmap to understanding and delivering personalized service is to record details that are learned during customer interactions. Recording these interaction enables a company to later act upon those nuggets of information in a thoughtful and meaningful manner. This is why it is so important for service departments to understand CRM processes, so that they are utilizing the technology to assist them and the company in improving the custo