Customer Relationship Management : Perspectives from the Market Place Hardback
Customer Relationship Management presents a ground-breaking strategic framework for successful CRM policy.
Built around Professor Payne's five key processes, the book demonstrates a systematic management progression that will guarantee the maximum impact and efficiency of a CRM programme. The book backs up these five processes - strategy development, value creation, channel and media integration, information management and performance assessment - with 16 best practice case studies which set the universal theory in a specific practical context.
These feature a range of companies, including Orange, Brittania, Homebase, Canada Life, Sun Microsystems, Natwest, Sears, Roebuck & Co., Nortel Networks and Siemens.
The book concludes with interviews from four thought leaders, offering a 'futures' vision forum for CRM. Customer Relationship Management is a vital instrument for anyone who needs to know how to develop and measure effective CRM within an organization.
It includes overviews and key learning points preceding each case study, and a summary chapter to draw out the most salient lessons from CRM best practices.
For practitioner or academic alike, this is essential reading.
- Format: Hardback
- Pages: 320 pages, black & white illustrations
- Publisher: Taylor & Francis Ltd
- Publication Date: 29/10/2002
- Category: Customer services
- ISBN: 9780750656771
- PDF from £45.35