The Caplanii test preparation company began using a CRM system in 2005. Over the decade or so of collecting and

The Caplanii test preparation company began using a CRM system in 2005. Over the decade or so of collecting and analyzing customer data they noticed a disturbing trend in the last two years: a dramatic reduction senior high school students in the Chicago area using Caplanii services. After looking further into the issue, the company discovers old marketing materials and ads were mistakenly being used in the area. Caplanii updated these marketing materials and saw a reversal of their slumping numbers within three months. What did the CRM system do for Caplanii


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