The Ultimate CRM Handbook : Strategies and Concepts for Building Enduring Customer Loyalty and Profitability

 
9780071409353: The Ultimate CRM Handbook : Strategies and Concepts for Building Enduring Customer Loyalty and Profitability

sA hands-on guidebook from Accenture for building a globally responsive, customer-driven enterprise

As the dust settles from the most recent round of CRM projects, companies are increasingly finding that their efforts havenot delivered anticipated benefits. In The Ultimate CRM Handbook, influential thought leaders from Accenture discuss why CRM has failed to live up to expectations and what companies can do to improve the bottom-line return on CRM investments.

More than 30 chapters and in-depth case studies on many leading companies give managers and senior executives alike the high-level perspective needed to build lasting, profitable bonds with their customers. They also provide techniques companies can use to:

  • Establish more effective interactions with their customers
  • Build lasting brand loyalty
  • Dramatically improve the efficiency of their sales, marketing, and customer service operations

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From the Back Cover:

Innovative Strategies for Creating Long-Lasting, Profitable Customer Relationships

The Ultimate CRM Handbook distills the latest innovations in CRM into proven, practical ideas for designing and delivering value-focused, financially sound solutions. Chapter by chapter, influential thought leaders from Accenture, the world's leading management and technology services organization, share insights and hands-on experiences that will help you achieve new capabilities for sales, service, and marketing that please customers, satisfy shareholders, and deliver a measurable return on investment.

"Customers are, and will always be, at the heart of the Virgin brand. As illustrated in this important new book, our never-ending pursuit of excellence in customer treatment has paid big dividends."--Sir Richard Branson, Chairman, The Virgin Group

"A smart and practical book about CRM that's good for any executive who wants to create stronger, more profitable customer relationships. The Ultimate CRM Handbook not only helps executives understand how customer relationships are changing--it shows them what to do about it."--Beth Eisenfeld, Research Director, Gartner Inc.

"Concise, comprehensive, field-proven insights ... The Ultimate CRM Handbook is the map and the compass required to navigate your customer relationship management initiatives through the treacherous waters of failure, toward your required goal of success."--Jim Dickie, Author, CRM2000: Reinventing the Way We Sell

"Consider this book your guide to the next phase in the evolution of CRM ... to develop stronger, more rewarding, and more profitable customer relationships in the dynamic present and the uncertain years ahead."--From the Introduction

Today, customers demand much--and expect more. To meet these expectations, many companies feel compelled to acquire more channels to serve, more skills, and more technologies than they can easily integrate or comfortably afford in the eyes of cost-conscious investors. Furthermore, as yesterday's CRM innovations quickly become today's standard practice, companies are discovering that the competitive benefits of new capabilities are short-lived.

The Ultimate CRM Handbook shows how companies can face these challenges head-on by following three guiding principles:

  • Customer experience is essential to creating brand value
  • Customer insight should inform and drive customer treatment
  • CRM programs should be executed in a pragmatic way that mitigates financial and delivery risk

The Ultimate CRM Handbook includes chapters from more than three dozen Accenture professionals. The authors' combined experience, insight, and understanding reveal what it takes to succeed with CRM; how to use new capabilities and approaches to drive profitable growth and increase brand value; how to use your knowledge of customer needs and preferences to create more profitable interactions; and how to structure new CRM investments to manage risk and ensure return on investment.

Innovative, value-focused CRM is one of the most difficult yet essential goals to achieve in today's marketplace. The Ultimate CRM Handbook is a valuable tool for driving the CRM agenda at your organization, one that will guide you to attain an ever-rising standard of excellence in building long-lasting, one-to-one relationships that will endure and grow through all stages of the purchasing cycle--and in every competitive environment.

About the Author:

John G. Freeland is the global managing partner of Accenture's Customer Relationship Management (CRM) service line and a member of the Accenture Executive Committee. As a respected thought leader in the area of CRM, Freeland advises companies on creating profitable customer relationships and superior brand value and directs the worldwide growth and market leadership of Accenture's CRM business. In over two decades with Accenture, he has held a variety of leadership positions within the firm and has led the development of innovative CRM business strategies and new market-making opportunities across a host of diverse industries. These have included innovative cosourcing arrangements focused on dramatically improving the quality and cost structure of customer sales and service operations for Accenture clients.

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