CRM is a holistic strategic approach to managing customer relationships, to increase shareholder value, that is the central premise of this major Handbook giving complete coverage of the key concepts in this vital field. It is about achieving a total understanding of the concepts that underlie successful CRM rather than the plethora of systems that can be used to implement it.
CRM at its best is the successful acquisition and retention of profitable customer-and this demands a firmly grounded strategic grasp of the business and its markets, allied to the powerful data management systems and channels that connect them. Payne provides precisely this broad framework in a book that details the most recent knowledge underpinned by:
- Clear and comprehensive explanations of the key
concepts in the field
- Vignettes and full cases from major businesses
internationally
- Definitive references and notes to further sources of
information on every aspect of CRM
- Templates and audit advice for assessing your own
CRM needs and targets
For senior marketing and business strategy professionals, their advisors, and Master students in marketing this book will be the most lucid, comprehensive and important overview of the subject; and an invaluable tool in enabling the connection of the major principles to the real world of business.
1.A Strategic Framework for CRM
2.The Strategy Development Process
3.The Value Creation Process
4.The Multi-Channel Integration Process
5.The Information Management Process
6.The CRM Performance Assessment Process
7.Organising for CRM Implementation
8.Chapter references
9.CRM reading list