CASE STUDY Sub-Zero Warming Up to Customers at Sub-Zero In order to maintain close brand relations, luxury kitchen appliance maker Sub-Zero needs to know — exactly — where customers are. The ultimate aim of customer relationship management (CRM) systems is to make a company come across less like a corporation and more like a friend. Whether an interaction is in person, online or on the phone, a high-end brand like Sub-Zero will instantly recognize who you are, remember the products you own, and know your support issues: past and present. The Wisconsin manufacturer already has the designs and market reputation that create an easy rapport. Homeowners and interior designers find kitchen-makeover inspiration paging through catalogs of Sub-Zero refrigerators and freezers, or browsing o

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