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Editorial Reviews
Review
"This book is not an academic exercise in the concept of CRM, rather, it is a hands on, 'live' account of how to apply CRM to increase revenues. It highlights the need for development, segmentation and differentiation of channels, products and communication, ...capabilities required to create a sustainable, profitable and invincible customer relationship."
— Gunnar Brock, President and CEO, Tetra Pak International
"This book is not an academic exercise in the concept of CRM, rather, it is a hands on, 'live' account of how to apply CRM to increase revenues. It highlights the need for development, segmentation and differentiation of channels, products and communication, ...capabilities required to create a sustainable, profitable and invincible customer relationship."
— Gunnar Brock, President and CEO, Tetra Pak International
"Customer Relationship Management provides a customer-focused business strategy designed to optimize profitability, revenue, and customer satisfaction across all interaction channels. It highlights why a web strategy must now be additive to the existing CRM strategy to create a 'longitudinal view' of the organization that is more engaging to the customer and results in a more satisfying relationship."
— Michael Maoz, Research Director, CRM Practice, Sales Leadership Strategies, GartnerGroup
"This book is must reading for companies that want to be more competitive. It provides businesses with thought-provoking solutions to consider in their quest for superior results."
— J.A. Sinex, III, Manager, Customer Care Services Center, Global Services Business, DuPont Company
"Customer Relationship Management provides a structure for those wanting to create optimal relationships with their strategic customers. It provides an important e-business perspective and a practitioner's guide to lessons learned."
— Larry Flynn, Vice President Merchandising, LCBO
"Customer Relationship Management provides the reader with an impressive array of specific examples and best practices that illustrate a step-by-step approach to customer care. It provides practical advice and guidance to move an organization along the CRM journey."
— Steve Hoisington, Vice President Quality, Johnson Controls, Inc.
Product Description
Maximize customer satisfaction and maximize your bottom line
Over the last decade, too many organizations have assumed that their products or services were so superior that customers would automatically keep coming back for more. But in order to compete effectively in today's marketplace, organizations must change their strategy to become more customer focused, not product focused. Customer Relationship Management (CRM) is the best way to integrate this customer-facing approach throughout an organization. Aimed at understanding and anticipating the needs of an organization's current and potential customers, this innovative book shows how CRM links people, process, and technology to optimize an enterprise's revenue and profits by first providing maximum customer satisfaction.
* Covers developing a market-oriented strategy, innovation in products and services, sales and channels transformation, customer relationship marketing, and customer care
Stanley A. Brown (Toronto, Canada) is Partner in Charge of the Centre of Excellence in Customer Care at PricewaterhouseCoopers in Toronto.
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