Customer Relationship Management: A Strategic Imperative in the World of e-Business
Over the last decade, too many organizations have assumed that their products or services were so superior that customers would automatically keep coming back for more. But in order to compete effectively in today's marketplace, organizations must change their strategy to become more customer focused, not product focused. Customer Relationship Management (CRM) is the best way to integrate this customer-facing approach throughout an organization. Aimed at understanding and anticipating the needs of an organization's current and potential customers, this innovative book shows how CRM links people, process, and technology to optimize an enterprise's revenue and profits by first providing maximum customer satisfaction.
* Covers developing a market-oriented strategy, innovation in products and services, sales and channels transformation, customer relationship marketing, and customer care
Stanley A. Brown (Toronto, Canada) is Partner in Charge of the Centre of Excellence in Customer Care at PricewaterhouseCoopers in Toronto.
Putting CRM to Work: The Rise of the Relationship.
The Need for a Market-Intelligent Enterprise (MIE) (SM).
A Case Study on CRM and Mass Customization: Capital One.
STEP ONE: BUILDING AND IMPLEMENTING THE CUSTOMER STRATEGY: OVERVIEW.
Creating Loyalty: Its Strategic Importance in Your Customer Strategy.
From Customer Loyalty to Customer Dependency: A Case for Strategic Customer Care.
Customer Acquisition and CRM: A Financial Services Perspective.
STEP TWO: THE NEED FOR EFFECTIVE CHANNEL AND PRODUCT STRATEGIES: OVERVIEW.
Customer Relationship Management through New Product Development.
Channel Management and Customer Relationship Management.
Embracing the e-Channel.
e-Channel Management: Electronic-Customer Relationship Management.
The Customer-Centric Organization in the Automotive Industry-Focus for the 21st Century.
STEP THREE: THE INFRASTRUCTURE STRATEGY: OVERVIEW.
The Tools for CRM: The Three Ws of Technology.
Using the Tools: Database Marketing, Data Warehousing and Data Mining.
CRM in the Telecommunication Industry: A Case Study of Swisscom.
ENABLING THE CRM STRATEGY: OVERVIEW.
Implementing CRM: 20 Steps to Success.
Using Catalytic Measures to Improve CRM.
Best Practices in Outsourcing CRM and Lessons Learned.
Learning and Knowledge Management Programs in the Age of CRM.
Implementing CRM: The Need for Performance Alignment.
He is a frequent speaker on the topic of customer care, and writes regularly for newsletters and magazine around the globe. He is the author of five previous books: Strategic Customer Care: An Evolutionary Approach to Increasing Customer Value and Profitability (Wiley, 1999), Breakthrough Customer Service: Best Practices of Leaders in Customer Support (Wiley, 1997), What Customers Value Most: How to Achieve Business Transformation by Focusing on Processes That Touch Your Customers (Wiley, 1995), Total Quality Service, and Creating the Service Culture.
Gunnar Brock, President and CEO, Tetra Pak International
"Customer Relationship Management provides a
customer-focused business strategy designed to optimize
profitability, revenue, and customer satisfaction across all
interaction channels. It highlights why a web strategy must now be
additive to the existing CRM strategy to create a 'longitudinal
view' of the organization that is more engaging to the customer and
results in a more satisfying relationship."
Michael Maoz, Research Director, CRM Practice, Sales Leadership Strategies, GartnerGroup
"This book is must reading for companies that want to be more
competitive. It provides businesses with thought-provoking
solutions to consider in their quest for superior results."
J.A. Sinex, III, Manager, Customer Care Services Center, Global Services Business, DuPont Company
"Customer Relationship Management provides a structure
for those wanting to create optimal relationships with their
strategic customers. It provides an important e-business
perspective and a practitioner's guide to lessons learned."
Larry Flynn, Vice President Merchandising, LCBO
"Customer Relationship Management provides the reader
with an impressive array of specific examples and best practices
that illustrate a step-by-step approach to customer care. It
provides practical advice and guidance to move an organization
along the CRM journey."
Steve Hoisington, Vice President Quality, Johnson Controls, Inc.
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