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CRM Briefing sub-group C

Content Analysis (CA) is a methodological approach for analyzing documents and texts by quantifying their content based on predetermined categories. This systematic and replicable technique, as defined by Bryman and Bell (2003), allows researchers to gain insights from textual data, making it invaluable in CRM practices. By understanding recurring themes, sentiments, and patterns, businesses can enhance engagement strategies and improve customer relationships. This briefing explores CA's significance in CRM and presents its applications for effective data-driven decision-making.

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CRM Briefing sub-group C

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