Performance-Driven CRM: How to Make Your Customer Relationship...

Features

• Cover Type: Hard Cover with 320 pages
• Published by: Wiley
• Edition: 1st Edition March 1, 2002
• Written in: English
• ISBN 10 Number: 0470831618
• ISBN 13 Number: 978-0470831618
• Book Dimensions: 9.1 x 6.1 x 0.9 inches
• Weighs: 1.2 pounds

Product Review
"a practical guide through the CRM minefield for anyone committed to delivering improved relationships" (Marketing, 24 October 2002)

Product Review
"Performance Driven CRM provides a performance management perspective and a roadmap for those wanting to improve customer satisfaction and the lifetime value of the customer. It provides important thought leadership in understanding the customer, the organization and why an organization's commitment to quality service is so important to its overall success."
— Kenneth D. Tuchman, Chairman and CEO, TeleTech Holdings, Inc.

"This book has hit at the heart of the CRM issue: How to ensure alignment of the internal organization with external customer needs. This three-pronged performance management mechanism is infinitely logical and workable. This book is a must-read for every manager today."
— Laura Pollard, President, CRMA (Customer Relationship Management Association) Canada

"This book provides a comprehensive framework to chart any organization's CRM journey and help it stay the course. It also allows the reader, CRM savvy or not, to learn through meaningful, real-world anecdotes."
— Chantal Gagnon, Vice President, Customer Care, Zurich North America Canada

"Performance Driven CRM provides a structure for those wanting to truly deliver improved relationships with their strategic customers. It provides an important performance management perspective an a roadmap for lasting CRM."
— Larry Flynn, Vice President, Marketing and Customer Development, OLGC

"Performance Driven CRM recognizes that marketing has fundamentally changed (some say it's dead) and that CRM is the new reality. The authors understand the critical success factor of integrating CRM into every facet of a company's vision rather than just layering it in. This is a practical roadmap to CRM success."
— Mike Russill, Chairman, AADCO Automotive Inc.

"Performance Driven CRM gets down to basics in stating that 'at the end of the day,' the purpose of performance driven CRM is to change behaviour of people (customers, management, and staff). One of the special features of this book is the strong argument and practical tools it provides for a continual focus on 'what we're learning' while the CRM journey unfolds."
— Mary Cone Barrie, Ph.D., Director, School of Continuuing Studies, University of Toronto

Reader Reviews
Right or wrong, the customer is always the source of prosperity. Since your business depends on satisfying, keeping and increasing your customers, you'll be glad to know their happiness is in your hands. Stanley A. Brown and Moosha Gulycz describe how to start and run an effective Customer Relationship Management (CRM) program. First, understand your customer and your organization. Then, commit to improving quality, ever striving up hill. Though they stop blessedly short of saying, "just hire us," the authors/consultants explain how to use CRM techniques and measurement tools. The principles are familiar, but the detail-rich text uses visuals, questionnaires and case studies for deeper, hard-core teaching. All this nitty-gritty isn't for amateurs, so we from getAbstract know the target customers for this book: managers involved in customer relations; this door is for staff only.