The Ultimate Crm Handbook: Strategies and Concepts for Building Enduring Customer Loyalty and Profitability

John G. Freeland

364 pages, parution le 05/11/2002

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Résumé

As the dust settles from the most recent round of CRM projects, companies are increasingly finding that their efforts haven't delivered anticipated benefits. In The Ultimate CRM Handbook, influential thought leaders from Accenture discuss why CRM has failed to live up to expectations and what companies can do to improve the bottom-line return on CRM investments.

More than 30 chapters and in-depth case studies on many leading companies give managers and senior executives alike the high-level perspective needed to build lasting, profitable bonds with their customers. They also provide techniques companies can use to:

Establish more effective interactions with their customers
Build lasting brand loyalty
Dramatically improve the efficiency of their sales, marketing, and customer service operations

Contents

The new CRM Imperative
Setting the strategy
Gaining customer insights
Reinventing customer contact
Transforming marketing
CRM at work

L'auteur - John G. Freeland

John G. Freeland is the global managing partner of Accentures Customer Relationship Management (CRM) service line and a member of the Accenture Executive Committee. As a respected thought leader in the area of CRM, Freeland advises companies on creating profitable customer relationships and superior brand value and directs the worldwide growth and market leadership of Accentures CRM business. In over two decades with Accenture, he has held a variety of leadership positions within the firm and has led the development of innovative CRM business strategies and new market-making opportunities across a host of diverse industries. These have included innovative cosourcing arrangements focused on dramatically improving the quality and cost structure of customer sales and service operations for Accenture clients.

Caractéristiques techniques

	PAPIER
Éditeur(s)	Mc Graw Hill
Auteur(s)	John G. Freeland
Parution	05/11/2002
Nb. de pages	364
Format	16 x 23,5
Couverture	Relié
Poids	716g
Intérieur	Noir et Blanc
EAN13	9780071409353
ISBN13	978-0-07-140935-3