7 of 8 people found the following review helpful
Invaluable to any CRM project manager,
By A Customer
This review is from: The C.R.M. Pocketbook (The Pocketbook) (Paperback)
Fantastic little book. Really comprehensive. Every part of CRM is broken down in simple manageable chunks. I wish I had this a year ago when my company first initiated CRM. Now I realise that many of the fundamentals were missing in the boards desire to get CRM implemented as quickly as possible. CRM is not just about systems implementations - it is about customers. this book explains how customers are changing in their needs, wants ability to buy across multi channels. The CRM challenge is meeting these customers needs profitably over the long term. This has to be met by a total company response across Marketing, IT, Management, Customer Services, Sales and operations. This book clearly identifies how this can be done from planning through to implementation. I read the whole book through without stopping.