Features
- Cover Type: Paperback with 336 pages
- Published by: Addison-Wesley Professional
- Edition: 1st Edition August 19, 2001
- Written in: English
- ISBN 10 Number: 0201730626
- ISBN 13 Number: 978-0201730623
-
Book Dimensions:
9.1 x 7.3 x 0.9 inches
- Weighs: 1.2 pounds
Product Review
As the thinkers have said, you should strive in all situations to know yourself and know your enemy. Most of history's great thinkers, however, were not in business. In business, you have to know your customer and understand how your company interacts with him or her. The current term for this is
customer relationship management (CRM), and
The CRM Handbook is the best textbook for managers on the mechanics of CRM. 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 Dyché 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 Dyché's work with vendors' product literature and implementation proposals, you'll get a lot from her carefully researched book.
Dyché 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) that you can use right now to gauge any organization'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 Info
(Pearson education) Discusses crucial factors in the use of Customer Relationship Management to compete in today's marketplace. Features case studies of companies that have successfully implemented CRM, and coverage of the context of the popular CRM buzzwords used today. Softcover. DLC: Customer relations--Management.
Reader Reviews
Jill Dyché is one author who never disappoints, and this book is as straightforward and balanced as her first, e-data. Like her first book this one is a balance between technical and business aspects that make it suitable for IT and business process owners. The technical topics are so clearly presented that business process owners will have no trouble understanding them, yet are sufficiently wide that even seasoned IT professionals will learn something new. The same for the business topics: Ms. Dyché's deep understanding of the business issues ensures that subject matter experts from the business side will come away with ideas and knowledge, while their IT counterparts will have a keener appreciation for the issues and challenges faced by their constituents. What makes this book especially valuable, though, are the wealth of checklists, do's and don't's, and case studies that are real - so real in fact that I couldn't help but both admire her clients who allowed themselves to be quoted, and the obvious persuasive power Ms. Dyché used to obtain their permission to quote them. In fact, power is something Jill exhibits throughout this book. Like her first book she in which tells it like it is, she is quick to point out the good and the bad - and nothing escapes her notice. More importantly, her frankness is contagious and inspires you to take the same approach. A priceless example is given in chapter ten where she tackles company and project politics head on. Most consultants will do anything to remain politically correct, resulting in wishy-washy advice that is filled with qualifiers. Not Jill - she calls 'em as she sees 'em, and the net result is advice that you can use to tackle thorny issues that everyone knows about, but nobody wants to bring up. I also like her emphasis on process before technology, and the reasons why CRM without a dramatic change in culture and business processes will not work. This sets expectations that need to be set up front. Another reason to buy and read this book is CRM and its many components, processes and technical underpinnings are clearly explained. A case in point: ask 3-5 people to define CRM and you'll get different answers. This book pins it down to a coherent definition that is backed up with clear linkage to business imperatives and a clear understanding of the scope and magnitude of what it takes to implement CRM (including sales force automation). The first six chapters in the book give the definition within the context of business goals, and reinforce them with case studies. The second half of the book, Delivering CRM, is where the business, process, project and technology come together. As a whole this book portrays a balanced picture. If you want (or need) to undersatnd CRM, its value, how it relates to business processes and what it takes to implement it, you'll find it all here. Read the book, use the checklists and heed the invaluable advice given on practically every page and you'll have everything you need for a successful implementation.
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