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Customer Relationship Management Paperback – 29 Aug 2008

4.5 out of 5 stars 4 customer reviews

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Product details

  • Paperback: 528 pages
  • Publisher: Routledge; 2 edition (27 Aug. 2008)
  • Language: English
  • ISBN-10: 1856175227
  • ISBN-13: 978-1856175227
  • Product Dimensions: 18.9 x 2.7 x 24.6 cm
  • Average Customer Review: 4.5 out of 5 stars  See all reviews (4 customer reviews)
  • Amazon Bestsellers Rank: 570,616 in Books (See Top 100 in Books)
  • See Complete Table of Contents

Product Description


Praise for the previous edition:
"Absolutely the best exposition of Customer Relationship Management. I can't think of a better guide to increasing your performance and profits."
- Philip Kotler, S. C. Johnson Distinguished Professor of International Marketing, Kellogg School of Management, USA.

About the Author

Francis Buttle, PhD, is founder and principal consultant of Francis Buttle & Associates,a Sydney, Australia-based business that helps organizations become more skilled and successful at customer acquisition, retention and development. Francis has spent most of the last 30 years in various academic roles around the world. He has been a Professor of Customer Relationship Management, Professor of Marketing,Professor of Relationship Marketing, and Professor of Management at a number of leading graduate schools of management, including Manchester Business School (UK), Cranfield School of Management (UK) and Macquarie Graduate School of Management (Australia). He was appointed as the world's first Professor of CRM in 1995, and remains an Adjunct Professor at MGSM. Francis has authored, co-authored or edited 7 books, and over 100 peer-reviewed academic journal articles or conference papers. In addition, he is a frequent contributor to practitioner magazines, presenter at business conferences, and a serial blogger. Francis has developed, run or contributed to many management development programs, and has advised or consulted to numerous for-profit and not-for-profit organizations in the UK, Australia, USA, Hong Kong, Singapore and New Zealand. Although he quit full-time academic life in 2006, he still supervises doctoral candidates, and conducts customer-related research. Francis lives on Sydney's North Shore, is a qualified but reluctantly retired rugby union referee, enjoys cycling and kayaking, and rides a Suzuki. Francis has degrees in management science, marketing and communication. His PhD was earned at the University of Massachusetts. He is an elected Fellow of the Chartered Institute of Marketing. He can be contacted at francis@buttleassociates.com. Find out more at www.buttleassociates.com

Customer Reviews

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Top Customer Reviews

Format: Paperback Verified Purchase
This is a solid readable reasonably well-balanced account of the CRM concepts, and probably the most recently published textbook on CRM (2009). I think I would give it anything from 3* to almost 5* depending on what was wanted from it.
Sadly it has advanced only a little over where we were at the beginning of the century. It's got almost no inclusion on the online space, websites, social media and Web 2.0, surely a significant opportunity to get ahead of the rest of the market, given that there really doesn't seem to be any really excellent book covering everything today. However you can address that by getting a specialist book on the side. Try something like Chaffey and his partners' book on Internet Marketing There are also few in-depth case studies, although there are plenty of short snippets. Like other CRM books it is weak on the brand, both the perspective of brand building and alignment with the brand, and also fails to consider integration with IMC.
Those are the caveats, and they should be understood in the context that there is no perfect book on CRM. Although it has not advanced much over where we were 6 to 8 years ago, what it does cover it covers reasonably well, and also describes a number of the key models that have been developed and reflects their learning. As the subtitle suggests, it focuses on the ideas and technologies involved in CRM.
It has a sensible if basic section on creating value for customers and covers customer service and the customer life cycle. It also focuses on the profitability of customers, covering segmentation from the perspective of customer portfolio management, which takes more of a financial than attitudes or needs-based approach, an area that could be improved.
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Format: Paperback
Francis Buttle's Customer Relationship Management is a gem. This second edition is considerably expanded which sounds scary - but isn't! Exceptionally well-structured and complete, it puts CRM in the place where it belongs: as an important part of the management of a whole company, keeping the pivotal role of the customer in mind. CRM is often treated as a software technicality and therefore fails in companies that have not understood its ramifications. By pinpointing four types of CRM - strategic, operational, analytical and collaborative - the author puts CRM into a proper management context.

Textbooks are often just concepts, models, techniques, claims, flashy success stories and hypes piled on top of each other. Although all its layers are delicious in themselves their interdependence does not stand out. Out comes a sandwich, the type that Dagwood eats in the comic strip Blondie. Buttle of course uses references but he moulds them into a coherent presentation, showing how the bits and pieces stick together. This also reflects his practical business experience. In this sense Customer Relationship Management becomes an original work and a role model for other textbooks. It applies equally well in teaching and research and as a handbook for managers.

Evert Gummesson
Professor, Stockholm University, Sweden
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Format: Paperback Verified Purchase
This book already helped me with a case study. I have what I was looking for. Now I'll learn from it
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I purchased this book for university studies and found it useful.
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Most Helpful Customer Reviews on Amazon.com (beta)

Amazon.com: 3.9 out of 5 stars 9 reviews
4.0 out of 5 stars Four Stars 19 April 2016
By SOPHIA ROLLE - Published on Amazon.com
Format: Paperback Verified Purchase
great book!
4.0 out of 5 stars Quite difficult to read 13 Dec. 2013
By Xiaotong - Published on Amazon.com
Format: Kindle Edition Verified Purchase
Mandatory book from school, need to read almost more than half of the book. Quite solid content but just too difficult to read
3.0 out of 5 stars too broad a name for this book 4 July 2012
By omersaytac - Published on Amazon.com
Format: Paperback Verified Purchase
this is a nontechnical book. It covers many areas of CRM but not all. It tries to give a general perspective and that doesn't fit every sector/field.
0 of 1 people found the following review helpful
1.0 out of 5 stars Customer Relationship Management, Second Edition 26 July 2011
By Scott Rockwerk - Published on Amazon.com
Format: Paperback Verified Purchase
Didn't like this book it's very difficult to read. Not recommended, Instructor also agreed this book is not written well.
1 of 1 people found the following review helpful
5.0 out of 5 stars Develop a CRM Strategy 24 Feb. 2011
By Celia Maylin - Published on Amazon.com
Format: Paperback
The book explains how Customer Relationship Manager (CRM) can be used throughout the customer life cycle stage of customer acquisition, retention and development. The author introduces the four types of Customer Relationship Management and the seven-step process to develop a CRM strategy for any organization.
Overall, the book explains how CRM can be used in every stage of the customer life-cycle and the four types of Customer Relationship Management; Strategic CRM,Operational CRM, Analytical CRM,Collaborative CRM.
The book provides a very good overview of CRM; it is well organized and easy to understand. CRM Strategy is a new topic in this new version of the book. I think the author did well in the organization of the topics and explaining the concepts and steps to develop strategies that will help companies to acquire new customers and develop a long-term relationship with them.
Buttle explained a seven step process to develop a CRM strategy for a specific project. He said that organizations interested in developing a CRM strategy must start with the step 1, `situation analysis'; which describes, understand and evaluate the current customer strategy. A couple of tools to help in this step are the comprehensive model of CRM and the customer strategy cube. This step answers the questions "Where are we now?", "why are we where we are now?" The main purpose of this audit is get information about the strength and weaknesses of the company's customer strategy. The step 2 of developing the strategy is to `educate the employees' to avoid misunderstandings. Employee education and involvement will be important as they will be motivated to participate and will help identify opportunities for improvement in the workplace. The step 3 is related to the `vision'; this should be a well written statement of how CRM will change the business as it relates to customers. Step 4, is about `priorities'. What are the company's priorities at this specific moment? Step 5 is related to `establishing goals and objectives' from the vision and the priorities. A goal could be to acquire new customers and an objective could to generate 200 additional leads in a period of time. Step 6 is about `identifying people, process and technology' requirements for the goals and objectives to be achieved. The last step, step 7 is about `developing the business case', which is built based on the cost and the benefits of the CRM implementation. This step answers the question: why should we invest in this CRM project? Managers will need to review the cost, the revenues and all those other benefits difficult to value like improve customer service or improve understanding to market changes.
I believe that this book could be a great help to CRM personnel, student, managers and any one that works directly or indirectly with customers. The way the author explains the topics is very simple and every step to develop a CRM strategy just makes sense. In addition, the book includes examples of CRM in practice so the readers can learn how CRM is implemented.
I think this is a great book that offers valuable information, techniques and tools on Customer Relationship Management. Developing a CRM strategy was very well explained and included a lot of details, examples and graphs to better understand the subject. I recommend this book to professionals but also to anyone that works with customers to help them understand the entire strategic planning required to acquire customers and develop a long term relationship with them and why this is so important for the success of the business.
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