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
CRM reading list
"Professor Payne has written an excellent handbook for CRM success. Every manager with any customer responsibilities should have The Handbook of CRM on the desk."