Customer Relationship Management: A Strategic Imperative in the World of e–Business - Hardcover

Hardcover

ISBN 10: 0471644099 ISBN 13: 9780471644095

Publisher: John Wiley & Sons, 2000

Synopsis

In order to compete effectively in the marketplace, organizations must be customer-focused, not product focused. Customer relationship management (CRM) is the way to integrate this approach throughout an organization. This book covers all aspects of CRM, including developing a market-oriented strategy, innovating in products and services, sales and channels transformation, customer relationship marketing, and customer care. It shows how CRM links with people, process, and technology to optimise an enterprise's revenue and profits and provide maximum customer satisfaction.

About this title

About the Author

Stanley A. Brown is the Contributing Editor of Customer Relationship Management and a Partner in the Customer Relationship Management (CRM) consulting practice at PricewaterhouseCoopers. He leads PricewaterhouseCoopers' International Centre of Excellence in Customer Care.

He is a frequent speaker on the topic of customer care, and writes regularly for newsletters and magazine around the globe. He is the author of five previous books:Strategic Customer Care: An Evolutionary Approach to Increasing Customer Value and Profitability (Wiley, 1999),Breakthrough Customer Service: Best Practices of Leaders in Customer Support (Wiley, 1997),What Customers Value Most: How to Achieve Business Transformation by Focusing on Processes That Touch Your Customers (Wiley, 1995),Total Quality Service, and Creating the Service Culture.

From the Back Cover

"This book is not an academic exercise in the concept of CRM, rather, it is a hands on, 'live' account of how to apply CRM to increase revenues. It highlights the need for development, segmentation and differentiation of channels, products and communication, ... capabilities required to create a sustainable, profitable and invincible customer relationship." - Gunnar Brock, president and CEO, Tetra Pak International

"Customer Relationship Management provides a customer-focused business strategy designed to optimize profitability, revenue, and a customer satisfaction across all interaction channels. It highlights why a web strategy must now be addictive to the existing CRM strategy to create a 'longitudinal view' of the organization that is more engaging to the customer and results in a more satisfying relationship." - Micheal Maoz, Research Director, CRM Practice, Sales Leadership Strategies, GartnerGroup

"This book is must reading for companies that want to be more competitive. It provides businesses with thought-provoking solutions to consider in their quest for superior results." - J.A. Sinex, III, Manager, Customer Care Services Centre, Global Services Business, DuPont Company

"Customer Relationship Management provides a structure for those wanting to create optimal relationships with their strategic customers. It provides an important e-business perspective and a practitioner's guide to lessons learned." - Larry Flynn, Vice President Merchandising, LCBO

"Customer Relationship Management provides the reader with an impressive array of specific examples and best practices that illustrate a step-by-step approach to customer care. It provides practical advice and guidance to move an organization along the CRM journey." - Steve Hoisington, Vice President Quality, Johnson Controls, Inc.

From the Inside Flap

As the business world increasingly shifts from product focus to customer focus, most organizations recognize that treating existing customers well is the best source of profitable and sustainable revenue growth. But in the age of e-business, companies are challenged more than ever before to truly satisfy their customers.

In the face of increasing competition, mature markets, and the ever-demanding customer, it is easier than ever for customers to defect from your organization when they are just a click away from checking out the competition.

Customer Relationship Management (CRM) is the key competitive strategy you need to stay focused on the needs of your customers and to integrate a customer-facing approach throughout your organization. CRM is an enterprise-wide approach to not only acquiring and deploying knowledge about your customers, but also to improving and automating the business processes that deliver value to your organization's customers, suppliers, and employees. In short, CRM is critical to your business success.

Sound complicated? It's not. Customer Relationship Management: A Strategic Imperative in the World of e-Business outlines what it takes to be effective in managing the customer relationship:

• What CRM is and how you can use it as a key competitive advantage
• Leading trends and best practices in CRM
• Successes and failures of organizations around the globe that have implemented CRM
• The 20 key steps in implementation of CRM
• The role of people, processes and technology to enable CRM
• How to define strategies for customers, channels and products, and infrastructure

Information-enabled enterprises are the business model of the future. The next evolution in CRM, eCRM, involves integrating new web technologies with other traditional channels to improve customer service and satisfaction, and to contain costs. New technologies allow your firm to have relationships with thousands, or even millions, of customers, but on a one-to-one basis.Customer Relationship Management: A Strategic Imperative in the World of e-Business:

• Explains how new technologies enable CRM as never before.
• Shows how back-office solutions create front-line efficiencies.
• Features examples and case studies of best-in-class companies that have integrated new web technologies with traditional channels to give them the right marketing mix (for interaction with customers rather than simply forcing self-service).
• Demonstrates how to implement and integrate several CRM technologies at once.
• Includes contributions from PricewaterhouseCoopers CRM consulting partners and senior professionals from around the globe.

Edition details

• Publisher: John Wiley & Sons
• Publication date: 2000
• Language: English
• ISBN 10: 0471644099
• ISBN 13: 9780471644095
• Binding: Hardcover
• Number of pages: 356
• Editor: Brown Stanley A.