Handbook of CRM: Achieving Excellence through Customer Management

Description

Customer Relationship Management is a holistic strategic approach to managing customer relationships to increase shareholder value, and this major Handbook of CRM gives 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.

Based on recent knowledge, it is 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
  
  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.

 Table Of Contents

A Strategic Framework for CRM
The Strategy Development Process
The Value Creation Process
The Multi-Channel Integration Process
The Information Management Process
The CRM Performance Assessment Process
Organising for CRM Implementation
Chapter references
CRM reading list

描述

客戶關係管理（Customer Relationship Management）是一種全面的戰略方法，用於管理客戶關係以增加股東價值，而這本重要的《CRM手冊》完整涵蓋了這一重要領域的關鍵概念。
它關乎對成功CRM的概念的全面理解，而不僅僅是可以用來實施它的眾多系統。
基於最新的知識，它的基礎是：

- 對該領域關鍵概念的清晰而全面的解釋
- 來自國際主要企業的實例和完整案例
- 對CRM各個方面的進一步信息來源的明確參考和注釋
- 評估自己的CRM需求和目標的模板和審計建議

這是該主題最清晰、最全面和最重要的概述，是將主要原則與商業現實世界相連的寶貴工具。

目錄

- CRM的戰略框架
- 戰略發展過程
- 創造價值的過程
- 多渠道整合過程
- 信息管理過程
- CRM績效評估過程
- 組織CRM實施
- 章節參考
- CRM閱讀清單