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Product Description
Amazon.co.uk Review
The best textbook for managers on the mechanics of Customer Relationship Management (CRM), The CRM Handbook provides an in-depth analysis of the theories behind customer-company interaction. It's a standout in a field that's filled with squishy books that go on at length about how important CRM is, but which lack details. Jill Dych& provides lots of factual information, real case studies, carefully considered commentary and reasoned criteria with which to evaluate CRM products and strategies. Though you'll certainly want to supplement Dych&'s work with vendors' product literature and implementation proposals, you'll get a lot from her carefully researched book.
The best textbook for managers on the mechanics of Customer Relationship Management (CRM), The CRM Handbook provides an in-depth analysis of the theories behind customer-company interaction. It's a standout in a field that's filled with squishy books that go on at length about how important CRM is, but which lack details. Jill Dych& provides lots of factual information, real case studies, carefully considered commentary and reasoned criteria with which to evaluate CRM products and strategies. Though you'll certainly want to supplement Dych&'s work with vendors' product literature and implementation proposals, you'll get a lot from her carefully researched book.
Dych& devotes some of her (fairly slender) volume to CRM background information, but quickly gets to the issues that managers confronted with CRM decisions need to consider. She makes great use of bulleted lists, scorable quizzes and checklists (sections about what questions to ask vendors, and why, are particularly good) you can use right now to gauge any organisation's suitability to CRM and determine how they need to change in order to get the most out of their systems. --David Wall
Topics covered: Customer Relationship Management (CRM)--as a business practice and as a set of technologies--explained for managers and corporate planners. CRM fundamentals, CRM product selection, and internal promotion of CRM are all covered well.
Book Description
To compete effectively, today's organizations seek to become customer-focused, not product-focused. Customer Relationship Management (CRM) technology promises to help your enterprise do just that -- but implementing CRM presents unprecedented challenges throughout the organization. In The CRM Handbook, leading CRM expert Jill Dyché concise, to-the-point best practices for making CRM work. Jill Dyché begins by introducing CRM's value proposition, and demonstrating how it can significantly enhance the customer's experience. She explains why customer service is central to most CRM deployments, and provides benchmarks you can compare each of your customer touchpoints against. Dyché shows how CRM goes beyond managing customer leads to sharing customer knowledge; how CRM changes the customer's role in B2B and B2C supply chains; and how to use new "analytical CRM" techniques to make smarter strategic decisions. The CRM Handbook contains extensive coverage of planning and deploying CRM, including gauging complexity, choosing tools and vendors, staffing CRM projects, overcoming implementation roadblocks, and much more. An essential resource for every manager involved with -- or considering -- a CRM implementation.
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