QVC knows that building trust on the TV screen is necessary, but not sufficient. So everyone in the company is helping. QVC’s president checks customers’ letters. All problems are fixed quickly. Everything is geared toward the long run. In addition, to make CRM work, QVC properly aligns senior executives, IT executives, and functional managers. They must collaborate, work toward the same goals, have plans that do not interfere with other’s plans, and so forth. Also the company adopts the latest IT applications and offers training to its customer service reps in the new applications and in CRM continuously.