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Product Description
Review
"Are you perplexed about the proper role of CRM in your business? Disappointed with the results of piece-meal initiatives? Here is a tested strategic roadmap to help focus your resources, information and processes on tightening relationships with your best customers."
Professor George S. Day,
Geoffrey T Boisi Professor, Wharton School, University of Pennsylvania
"This comprehensive handbook contains all one would need to know in
putting together and successfully managing a customer relationship initiative."
Professor James Heskett
Harvard Business School
====================================================
"CRM is very much alive when understood in the broadest sense of managing your customers better. Adrian Payne has written the best guide to understanding the strategy and tactics of switching from transaction marketing to relationship marketing."
Professor Philip Kotler,
S. C. Johnson & Son Distinguished Professor of International Marketing,
Kellogg School of Management, Northwestern University
"Professor Payne has written an excellent handbook for CRM success. Every manager with any customer responsibilities at all should have The Handbook of CRM on the desk."
Don Peppers and Martha Rogers, Ph.D.,
Founding Partners at the Peppers & Rogers Group
Professor George S. Day,
Geoffrey T Boisi Professor, Wharton School, University of Pennsylvania
"This comprehensive handbook contains all one would need to know in
putting together and successfully managing a customer relationship initiative."
Professor James Heskett
Harvard Business School
====================================================
"CRM is very much alive when understood in the broadest sense of managing your customers better. Adrian Payne has written the best guide to understanding the strategy and tactics of switching from transaction marketing to relationship marketing."
Professor Philip Kotler,
S. C. Johnson & Son Distinguished Professor of International Marketing,
Kellogg School of Management, Northwestern University
"Professor Payne has written an excellent handbook for CRM success. Every manager with any customer responsibilities at all should have The Handbook of CRM on the desk."
Don Peppers and Martha Rogers, Ph.D.,
Founding Partners at the Peppers & Rogers Group
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.
* A definitive, heavily researched, comprehensive overview
* Key concepts allied to action templates
* Written by one of the first major marketing thinkers in the field and based on Cranfield Business School's internationally acknowledged leadership in the 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.
* A definitive, heavily researched, comprehensive overview
* Key concepts allied to action templates
* Written by one of the first major marketing thinkers in the field and based on Cranfield Business School's internationally acknowledged leadership in the field
Inside This Book
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First Sentence
Customer Relationship Management, or CRM, is increasingly found at the top of corporate agendas. Read the first page
Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
Customer Relationship Management, or CRM, is increasingly found at the top of corporate agendas. Read the first page
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Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
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Customer Reviews
Most Helpful Customer Reviews
2 of 2 people found the following review helpful
Format:Hardcover
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.
1 of 1 people found the following review helpful
Probably the best book on CRM from a process-oriented service and sales development perspective
4 Jun 2009
Format:Hardcover|Amazon 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. While the details of technology implementation are not its goal, it does describe information management process and the key elements that make it up with good introductory sections on all the different kinds of technologies and analytical tools. It also has a solid section on performance assessment, again with some direction for where were you would go for more detail.
It includes 14 case studies and sufficient depth to get the basic principle, although those involved in some of these, such as Halifax, would say that their practices have moved on, not always for the better, since the time of writing.
Like just about every other CRM book, it is weak on the brand and on integration with IMC practitioners and planning. So we don't yet have an integrated planning approach to campaigns and relationship programs and therefore we don't have an integrated evaluation model. Campaign planning is also a relative weakness: it doesn't really take you on a step-by-step process through the development of the campaign, probably because his speciality is more organisation and marketing strategy than marketing communication planning and the tactical processes (indeed Don Schultz, who introduces the book makes exactly this claim as a benefit), but getting the tactics right is actually fundamental to good CRM. So if you're a senior manager in buying this, buy another book also for your team on how to actually design and implement campaign.
The book is designed for the executive but would work as a textbook in support of an appropriate course. Graphics are black-and-white
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. While the details of technology implementation are not its goal, it does describe information management process and the key elements that make it up with good introductory sections on all the different kinds of technologies and analytical tools. It also has a solid section on performance assessment, again with some direction for where were you would go for more detail.
It includes 14 case studies and sufficient depth to get the basic principle, although those involved in some of these, such as Halifax, would say that their practices have moved on, not always for the better, since the time of writing.
Like just about every other CRM book, it is weak on the brand and on integration with IMC practitioners and planning. So we don't yet have an integrated planning approach to campaigns and relationship programs and therefore we don't have an integrated evaluation model. Campaign planning is also a relative weakness: it doesn't really take you on a step-by-step process through the development of the campaign, probably because his speciality is more organisation and marketing strategy than marketing communication planning and the tactical processes (indeed Don Schultz, who introduces the book makes exactly this claim as a benefit), but getting the tactics right is actually fundamental to good CRM. So if you're a senior manager in buying this, buy another book also for your team on how to actually design and implement campaign.
The book is designed for the executive but would work as a textbook in support of an appropriate course. Graphics are black-and-white
Format:Hardcover
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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