A Practical Guide to CRM
Building More Profitable Customer Relationships
286 pages, parution le 24/04/2002
Résumé
CRM technology collects, analyzes, and stores data about
customers to optimize not only marketing, sales, and
customer service but also back-office operations and new
product development. CRM changes the way an entire company
thinks about customers: who they are, what they want, and
how they can be better served. A guide to achieving
customer satisfaction by choosing the right CRM systems,
this book explains how to use CRM to integrate all channels
of customer contact.
Contents
- Determining the needs for CRM
-
- What is CRM ?
- The evaluation process
- Preparing a business case
- The strategy process
-
- Creating the CRM Strategy
- A program of projects
- The people factor
- Increasing customer loyalty
- Know this customer
- Technology
-
- The many flavours of CRM - An overview
- Marketing
- Sales
- The call center evolution
- The importance of data
- Hosted solutions
- Partnering for success
- The vendor selection process
- Implementation and deployment
L'auteur - Janice Reynolds
Janice Reynolds is a writer, editor, speaker, and
consultant in information technology and the
Internet/intranet. Prior to starting her own consulting
firm in 1995, Ms. Reynolds was the litigation manager of a
large New York City law firm. She is the author of The
Complete E-Commerce Book. She has edited numerous technical
books and led several e-commerce development teams.
Ms. Reynolds provides advice to numerous budding
entrepreneurs as the "E-commerce Expert" on
Allbusiness.com. She also consults with established
companies concerning their technical needs.
Caractéristiques techniques
| PAPIER | |
| Éditeur(s) | CMP Books |
| Auteur(s) | Janice Reynolds |
| Parution | 24/04/2002 |
| Nb. de pages | 286 |
| Format | 15,5 x 23 |
| Couverture | Broché |
| Poids | 490g |
| Intérieur | Noir et Blanc |
| EAN13 | 9781578201020 |
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