Synopses & Reviews
This book provides a comprehensive and balanced review of Customer Relationship Management. It explains what CRM is, the benefits it delivers, the contexts in which it is used, the technologies that are deployed, and how it can be implemented. Rather than being tied to any single perspective, the book identifies and explores four different forms of CRM – strategic, operational, analytical and collaborative. Technology is a key attribute of CRM, but this book puts that technology into a managerial and operational context. Although a number of chapters are dedicated to technology issues, and technology is considered throughout the book, the book is not about technology, per se. Rather it is about how CRM technologies can be used to enhance the achievement of marketing, sales, and service objectives, and support broader organizational goals.
To ensure it is both theoretically sound and managerially relevant, the book draws on academic and independent research. Findings from a wide range of academic disciplines contribute to the book, including marketing, sales, customer service, human resources, technology management, strategy, change management, project management, leadership, operations, management accounting, finance, and organisational behaviour. Supplementing these academic credentials, the book also makes use of research conducted by independent analysts such as Gartner and Forrester, two organizations that conduct leading-edge, state-of-the-art research into CRM and related areas.
The book explains how CRM can be used throughout the customer life-cycle stages of customer acquisition, retention and development. It is liberally illustrated both with screenshots from CRM software applications, and case illustrations of CRM in practice.
Ideal for use as a core textbook by students on CRM or related courses such as relationship marketing, database marketing or key account management, the book is equally valuable for industry professionals. This includes those pursuing professional qualifications or accreditation in marketing, sales or service management, and mid-level to senior managers who are involved in CRM programs and system implementations, whether in a marketing department, the sales force or the service centre.
Review
Praise for the previous edition:
"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.
Synopsis
Customer Relationship Management is structured around the author's own 'CRM Value Chain' model, and addresses what it sees as the core issues of CRM:
* Who should companies serve?
* How can they get to know these customers better?
* What value should be offered to these customers
The book embraces both the theoretical background and the practical implementation of CRM strategy. It is also cross-functional - comprising elements of marketing, accounting, human resources, information technology and strategic management - to ensure that it provides a comprehensive and fully developed introductory text which is equally relevant for students and practitioners of CRM.
There is a Tutor Resource pack available to lecturers who adopt this text.
* Integrative structure organized around the author's 'CRM Value Chain' model.
* Theoretically sound and managerially relevant - a useful text from both student and practitioner's perspectives.
* Standardized chapter contents and features for ease of navigation.
Synopsis
This definitive textbook explains what CRM is, the benefits it delivers, the contexts in which it is used, how it can be implemented and how CRM technologies can be deployed to support customer management strategies and objectives. It also looks comprehensively at how CRM can be used throughout the customer life-cycle stages of customer acquisition, retention and development and how the management disciplines- marketing, sales, IT, change management, human resource, customer service, accounting, and strategic management are implicated in this. This completely revised edition also includes:
· A Tutor Resource pack available to instructors who adopt this text
· Case examples illustrating CRM in practice
· Screenshots of CRM software applications and reviews of technology applications deployed in marketing, sales and customer service Student readers will enjoy the logical structure, easy accessibility and case illustrations. Managers will appreciate the book's freedom from CRM vendor and consultant bias and the independent guidance it provides to those involved in CRM programs and system implementations. This second edition has been completely revised and updated with eight new chapters.
· A Tutor Resource pack available to instructors who adopt this text
· Case examples illustrating CRM in practice
· Screenshots of CRM software applications and reviews of technology applications deployed in marketing, sales and customer service
Synopsis
Examines core issues of CRM based around the author's own CRM Value Chain model
About the Author
Francis Buttle, PhD, is founder and principal consultant of Francis Buttle & Associates,a Sydney, Australia-based business that helps organizations become more skilled and successful at customer acquisition, retention and development. Francis has spent most of the last 30 years in various academic roles around the world. He has been a Professor of Customer Relationship Management, Professor of Marketing,Professor of Relationship Marketing, and Professor of Management at a number of leading graduate schools of management, including Manchester Business School (UK), Cranfield School of Management (UK) and Macquarie Graduate School of Management (Australia). He was appointed as the world’s first Professor of CRM in 1995, and remains an Adjunct Professor at MGSM. Francis has authored, co-authored or edited 7 books, and over 100 peer-reviewed academic journal articles or conference papers. In addition, he is a frequent contributor to practitioner magazines, presenter at business conferences, and a serial blogger. Francis has developed, run or contributed to many management developmen
Associates, Sydney, Australia.
Table of Contents
Introduction to CRM; Understanding Relationships; Planning And Implementing CRM Projects;Developing, Managing And Using Customer-Related Databases;Customer Portfolio Management; CRM And Customer Experience; Creating Value For Customers; Managing The Customer Life Cycle: Customer Acquisition; Managing The Customer Life Cycle: Customer Retention And Development; Managing Networks For CRM Performance;Managing Supplier And Partner Relationships;Managing Investor And Employee Relationships;Information Technology For CRM;Sales Force Automation; Marketing Automation;Service Automation; Organizational Issues & CRM.