Product Description

Meeting the right customers' needs profitably is busnesses' biggest challenge. With customer choice wider now that it has ever been, not least because of the emergence of the World Wide Web and other new technologies, competition is fiercer and pressure on margins greater than ever. The need to build long-term customer relationships that are profitable is paramount. Customer relationship management (CRM) seeks to organise a business around its customers. This book describes customer relationship management and explains why businesses are employing it. This book describes customer relationship management and explains why businesses are embracing it. It looks at the increasingly complex nature of customer-supplier relationships and demonstrates how to calculate customer life-time values. Subsequent chapters deal with relationship marketing, technology and business processes in support of CRM, CRM in a business-to-business environment, and the implementation of CRM. It concludes with 10 top tips.

Product Details

• Amazon Sales Rank: #32962 in Books
• Published on: 2001-10-20
• Original language: English
• Binding: Paperback
• 128 pages

Review
"Brilliant and inspiring even for an organization that has focused on building long-term profitable customer relationships, this book sets the context for the next millennium." -- Mike Norris, CEO, Computercenter pic

Customer Reviews

Intensive packed with real information
I work as a consultant in the CRM space and read every book on the subject. Most unfortunately are either rehashes of technology methodology and change management or focus just on one to one marketing without the full business perspective.

This book, however, breaks the mould. It is designed as a pocket book, with each page making a significant point on CRM supported with key bullet points. I get the feeling the authors could have written a 1000 page manual, but decided to condense their knowledge for maximum effect, into a book that can be read in a couple of hours.

If you are involved in CRM, carry this book with you. Generally, if you have an issue, you'll find it addressed in here and it won't take you an age to find it

Simple
Last week I attended an internal CRM training session. This book was given out as part of the handouts. I never write book reviews, but felt inclined to on this one. I have been continually confused by CRM and wasted numerous time in internal meetings. If I'd have had it before, this book would have saved an awful lot of management time. It provides a complete context for CRM, shows the differences between busines to business and consumer organisations and has real practical planning and implementation templates. Thankyou.

Refreshing change
At last, a book that clearly defines what Customer Relationship Management is and why it is here to stay. A refreshing change from the constant garbage that is spouted on the subject. Turner and Alexander clearly know their subject and have produced a rarity: A book that will be understood, read and used by all parts of an organisation whether in Marketing, HR, Finance,Sales or IT.

The CRM Management Pocketbook clearly demonstrates that CRM is a business responsibility and is crammed full of usefull information. It outlines different business models for Business to Business and Business to Consumer CRM and overviews a number of practical CRM planning tools from auditing through to claculating customer value.

Interesting and for the first time it addresses an area that has been sadly lacking in the whole CRM debate. That of the city and investor relations and how a CRM strategy not only has to be endorsed at CEO level it also has to be understood and bought into by the city and investors.

The content is crisp and concise and will provide an invaluable aid for everyone involved in the CRM arena