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Handbook of CRM: Achieving Excellence Through Customer Management

Handbook of CRM: Achieving Excellence Through Customer Management [Kindle Edition]

Adrian Payne
4.0 out of 5 stars  See all reviews (3 customer reviews)

Print List Price: £45.00
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Product Description


"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."

Product 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.

Product details

  • Format: Kindle Edition
  • File Size: 11068 KB
  • Print Length: 458 pages
  • Simultaneous Device Usage: Up to 4 simultaneous devices, per publisher limits
  • Publisher: Routledge; 1 edition (26 July 2012)
  • Sold by: Amazon Media EU S.à r.l.
  • Language: English
  • ASIN: B008SA2GHE
  • Text-to-Speech: Enabled
  • X-Ray:
  • Average Customer Review: 4.0 out of 5 stars  See all reviews (3 customer reviews)
  • Amazon Bestsellers Rank: #472,527 Paid in Kindle Store (See Top 100 Paid in Kindle Store)
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Customer Reviews

4.0 out of 5 stars
4.0 out of 5 stars
Most Helpful Customer Reviews
1 of 1 people found the following review helpful
By Angus Jenkinson TOP 1000 REVIEWER VINE VOICE
Format:Hardcover|Verified Purchase
Published in 2006 and with further printings in 2007 and 2008, this is a relatively recent book and probably the best on the subject from a number of perspectives. Although it's billed as a handbook, it's not in the "handbook for dummies" style, but rather a thoughtful description of practices in the industry, giving an overview of how to go about CRM. Adrian Payne is a professor and practising consultant with a background in relationship marketing, service development and quality techniques, and his approach is a process oriented one, and this is a useful way to approach it, because processes is what you will be doing.
Very much takes an organisation strategy approach, recommending that the organisation transforms to take advantage of CRM, and again this is right. Even for those with less capability to change the organisation it is full of content that can help you to improve products, services and communications, however.
While it does not deal extensively with the processes by which CRM can go online into web space, it does very much take account of the multichannel approach which includes online and e-business channels. Again, like other books, for the detail you have to go somewhere else. It gives a much better than average description of value creation, how to develop more value for the customer being the highlight (having said that, I think there's more to be said on customer experience and value creation than you will find in any CRM book), with a solid description of segmentation and customer valuation. It covers all the main application areas such as salesforce, outlets, telephony, direct mail, e-commerce, m- commerce and the integration and interaction between them.
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2 of 2 people found the following review helpful
5.0 out of 5 stars Soup to Nuts 22 Feb 2006
As the American's say, this book covers the topic from Soup to Nuts. There's so much twaddle written about CRM which is either just unsubstantiated opinion or hype from a vendor.
This book is neither.
It covers CRM thinking from strategy to value creation to the details of implementation. What's more, it's all based on well researched cases from the author's research.
Strongly recommended for anyone who needs to understand how to make CRM work.
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3.0 out of 5 stars A comprehensive overview. 11 Jan 2010
By P. Curk
The book has a valid theoretic background, but offers mostly managerial strategies on how to implement a CRM. It is useful, has some valid concepts and models. I especially liked the last part that actually contains more organizational issues of CRM.
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