Customer Relationship Management

Kristin Anderson, Carol Kerr

164 pages, parution le 28/11/2001

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Résumé

In today's impersonal, arms-length marketplace, customer loyalty is rapidly becoming a thing of the past. Customer Relationship Management brings it back to the foreground, providing easy-to-apply solutions and strategies for establishing meaningful bonds with your customers and turning them into reliable, lifelong partners. This latest addition to McGraw-Hill's Briefcase Books series provides

Practical advice for choosing and implementing a CRM strategy
A review of database tools for capturing and managing customer information
Proven techniques for translating an effective CRM strategy to the e-commerce environment

Even as markets change, effective customer relationship management remains a question of knowing your customers, understanding their wants and needs, and establishing long-term, mutually beneficial relationships. Customer Relationship Management shows you how to design a CRM approach that is responsive, flexible, and personalized to each customer.

Contents

Preface

Customer Relationship Management Is Not an Option
The Customer Service/Sales Profile
Managing Your Customer Service/Sales Profile
Choosing Your CRM Strategy
Managing and Sharing Customer Data
Tools for Capturing Customer Information
Service-Level Agreements
E-Commerce: Customer Relationships
Managing Relationships Through Conflict
Fighting Complacency: The “Seven-Year Itch” in Customer Relationships
Resetting your CRM Strategy

Index

Caractéristiques techniques

	PAPIER
Éditeur(s)	Mc Graw Hill
Auteur(s)	Kristin Anderson, Carol Kerr
Parution	28/11/2001
Nb. de pages	164
Format	15 x 22,2
Couverture	Broché
Poids	264g
Intérieur	Noir et Blanc
EAN13	9780071379540
ISBN13	978-0-07-137954-0