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on 9 July 2014
Recommended on the IDM course, so very good.
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on 20 January 2013
The fantastic follow up book to the first one I bought. Very insightful. Full of great ideas and straightforward to understand.
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on 11 December 2001
The authors call it a "book of lists" and that is how I use it - a valuable series of checklists for managing customer relationships better. Chapter two is called "Quickstart" and it has some compelling questions, example: find the customers who have complained about your product or service, more than once in the last year and babysit their orders, call them and check up on your progress". Just imagine that you were that customer and how much you'd appreciate that approach. For another book with some good checklists try Seth Godin's "Permission marketing"
Chapters 4, 5 and 6 cover differentiating customers by value, interacting with them and customising. The "Rules of Engagement with Customers" on page 98 are interesting. These chapters stongly send you in the direction of different treatment for different customers. For another book with some new examples of best practice, take a look at Cram's "Customers that Count"
Finally I recommend the section in chapter 11 on targeting sales force compensation and commission to retention of valuable customers. This is good practice in putting company strategies into effect. If this is of interest, also look at Burnett's "Handbook of Key Customer Relationship managment"
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on 27 December 2000
This book provides a very good base to understand the concept of CRM and its ancillaries. I am a CRM consultant myself, and I often use this book in projects that involve CRM strategy development and deployment. The field book helps bring to light issues that we often forget to address in our normal day to day work and while devising any change strategy in the company.
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