Mike's Auto Repair works hard to find out what customers want and how to best meet their needs. Based on feedback from customers, Mike now provides a written estimate before any work is done, offers a more comprehensive guarantee than competitors, and calls customers after servicing their cars to make sure they are satisfied. These efforts suggest Mike is applying the concepts of customer relationship management.

Question

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Mike's Auto Repair is taking actions to build and maintain long-lasting and profitable relationships with customers, which is the core concept of customer relationship management (CRM).

Mike's Auto Repair Works Hard to Find Out What Customers