The Customer Differential: The Complete Guide to Implementing Customer Relationship Management

The Customer Differential: The Complete Guide to Implementing Customer Relationship Management

The Customer Differential: The Complete Guide to Implementing Customer Relationship Management

The Customer Differential: The Complete Guide to Implementing Customer Relationship Management

Synopsis

This text provides step-by-step guidelines for implementing customer relationship management (CRM) throughout an organization. This book explains: the benefits of CRM, the planning, change management, business metrics and analytics, systems and technology, and measuring the impact of CRM.

Excerpt

If CRM is such a wonderful concept, why haven’t we thought of it sooner? Is it really anything new? What makes crm appropriate for today’s environment? Does crm make sense for your organization?

Why crm Now?

Customer relationship management is suddenly the talk of the town. But is crm simply a new buzzword for something we have always known? Could it be that most major corporations were previously apathetic about their relationships with customers?

If you take a close look, you will recognize that crm combines the tried-and-true principles of customer satisfaction with new thinking on implementation within the complexities of today’s multichannel, multimedia, stratified customer environment. crm thinking may not be new for customer-focused organizations, but crm practices—or putting good intentions to action . . .

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