There are a host of things that can scuttle these relationships, and most of them are entirely out of the control of the person tasked with CRM. They span the company from top to bottom, and they demand the attention of the most senior executives if they are to be handled properly.

The most elemental destroyer of customer relationships is a shoddy product or service. Next along the chain of failure are your front-line employees -- hire the wrong ones and you'll be presenting an unattractive face to the customer.

Then there's the CEO. These days, they must appreciate the effect their words have on customers.

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Keywords: supply chain risk management, supply chain management, supply chain management IT, value chain IT, supply chain solutions, missteps affect brand image