The CRM Handbook: A Business Guide to Customer Relationship Management

Jill Dyché

2001. aug. · Addison-Wesley Professional

Információk az e-könyvről

To compete in today's competitive marketplace, customer focus is no longer simply nice to have—it's a fundamental mandate. This book is a manager's best friend, providing both a primer and a how-to guide to defining and implementing Customer Relationship Management. It shows you:

• 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

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A szerzőről

Jill Dyché is principal consultant with Baseline Consulting Group, which provides management consulting & technology implementation services to Fortune 500 companies. She has recently spearheaded several of Baseline Consulting's projects centered on CRM implementation and readiness. A frequent speaker at CRM and e-Business conferences and user groups, she is author of e-Data: Turning Data Into Information With Data Warehousing (Addison-Wesley).