Customer Relationship Management

Features

• Cover Type: Paperback with 384 pages
• Published by: Butterworth-Heinemann
• Edition: 1st Edition December 3, 2003
• Written in: English
• ISBN 10 Number: 075065502X
• ISBN 13 Number: 978-0750655026
• Book Dimensions: 9.4 x 7.2 x 0.9 inches
• Weighs: 1.6 pounds

Product Review
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

Here, at last, is a mature account of CRM without the hype and spin. Buttle makes it crystal clear why any program should be business-led.
David Harvey, Director, European Centre for Customer Strategies, www.eccs.uk.com.

With great clarity and practical relevance, this book delivers a much-needed, multi-faceted roadmap for treating CRM as a core business strategy. Francis Buttles rich and well-balanced text offers a refreshing departure from many of the technology-heavy or lop-sided views that surround this important subject.
Fred Wiersema, President The Customer Strategy Group LLC, USA and co-author of The Discipline of Market Leaders

The author does a awesome job of gathering the difference perspectives, categorizing them, and presenting a comprehensive overview. This is an easy-to-use textbook with a pleasant and engaging format. There is enough information here to sell the idea of CRM internally, hire CRM consultants and work intelligently with them.
Marty Landrigan, Landrigan Marketing Research, Sudbury, MA USA

Product Review
"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.

Reader Reviews
This should be considered for any curriculum through the master's level as an overview of CRM. I've been steeped in marketing and management texts for months and most of them miss the mark entirely on CRM. Buttle's writing is clear and his organization of the material is even better. I especially appreciated his discussion about quality and the importance of understand that the market's perception of quality drives satisfaction and competitiveness. This helps fill in what is a chronic gap in CRM: Most companies look for ways to find the right customers and fire the bad ones using data analytics that they call CRM, based on some of the most insidious principles of customer value management (CVM), viz., that it's the value the customer has to YOU that matters most. That's not the full picture. It's the value YOU have to the customer and prospect that makes sure you're going to be around for any length of time. This is but one example of how Buttle has laid out CRM as a complete view of the organization, inside and out. My only "ding" is that it needs to be updated a bit: The next part of CRM will be customer experience management (CEM), which starts with a business rules layer driven precisely by perceived value metrics, so that the right value components of your value proposition are expressed in the right channels in the right way. Another trend that should be emphasized more is the value of using a multi-channel approach for gathering the voice and behavior of the customer to drive innovation, operations and marketing. So, if you're interested in a well-written, documented, rich and yet broad view of CRM and its implications for your organization, Buttle is a great buy. But also pick up something on customer experience management. Comment | | (Report this)