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The CRM Handbook: A Business Guide to Customer Relationship Management

Author: Jill Dyche
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Publisher Pearson India Education Service Pvt. Ltd.
ISBN9788177587623
Edition2011, 11th Impression
Pages336
Reading Level Higher Education
Language English
PrintedIndia
Format Paperback
Weight440g
Dimension24x18x1.4cm
Category Economics Marketing, Business Studies Business Studies,
Return Policy

7 Days Happy Return

The concise manager's guide to making the most of CRM.

 

CRM techniques for enhancing customer service, sales force effectiveness, and marketing strategy.

Expert guidance on staffing CRM projects and choosing CRM vendors.

Includes "Checklist for Success" best practices for the entire project lifecycle.

Table of Content

Part I: Defining CRM

  1. Hello, Goodbye: The New Spin on Customer Loyalty
  2. CRM in Marketing
  3. CRM and Customer Service
  4. Sales Force Automation
  5. CRM in E-Business
  6. Analytical CRM

Part II: Delivering CRM

  1. Planning Your CRM Program
  2. Choosing Your CRM Tool
  3. Managing Your CRM Project
  4. Salient Features

    • The various roles CRM plays in business, and why it’s more important than ever
    • The range of CRM applications and uses, from sales force automation to campaign management to e-CRM and beyond
    • The context of some of the popular CRM buzzwords
    • The differences between CRM and business intelligence, and why they’re symbiotic
    • Why the customer-relationship failure rate is so high, and how to avoid becoming another CRM statistic
    • Case studies of visionary companies who’ve done CRM the right way
     

Authors:
Jill Dyche

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