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Like many large consumer-facing companies, British Gas (BG) built its business model on offering a hierarchy of products and service to consumers. The problem was, many of the company's marketing functions were taking place in silos. While not an uncommon structure, BG knew that to grow it had to establish a better customer experience and improve customer relationship management (CRM), which they approached via decisioning.
“CRM is a funny term inside British Gas,&rdquo....
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