Customer Relationship Management

by Buttle; Francis

• ISBN13: 9781856175227
• ISBN10: 1856175227
• Edition: 2nd
• Format: Paperback
• Copyright: 2008-10-14
• Publisher: Routledge

Summary

This definitive textbook explains what CRM is, the benefits it delivers, the contexts in which it is used, how it can be implemented and how CRM technologies can be deployed to support customer management strategies and objectives. It also looks comprehensively at how CRM can be used throughout the customer life-cycle stages of customer acquisition, retention and development and how the management disciplines- marketing, sales, IT, change management, human resource, customer service, accounting, and strategic management are implicated in this. This completely revised edition also includes:· A Tutor Resource pack available to instructors who adopt this text· Case examples illustrating CRM in practice· Screenshots of CRM software applications and reviews of technology applications deployed in marketing, sales and customer service Student readers will enjoy the logical structure, easy accessibility and case illustrations. Managers will appreciate the book's freedom from CRM vendor and consultant bias and the independent guidance it provides to those involved in CRM programs and system implementations. This second edition has been completely revised and updated with eight new chapters.· A Tutor Resource pack available to instructors who adopt this text· Case examples illustrating CRM in practice· Screenshots of CRM software applications and reviews of technology applications deployed in marketing, sales and customer service

Table of Contents

Introduction to CRM

Understanding Relationships

Planning And Implementing CRM Projects

Developing, Managing And Using Customer-Related Databases

Customer Portfolio Management

CRM And Customer Experience

Creating Value For Customers

Managing The Customer Life Cycle: Customer Acquisition

Managing The Customer Life Cycle: Customer Retention And Development

Managing Networks For CRM Performance

Managing Supplier And Partner Relationships

Managing Investor And Employee Relationships

Information Technology For CRM

Sales Force Automation

Marketing Automation

Service Automation

Organizational Issues & CRM

Table of Contents provided by Publisher. All Rights Reserved.