Customer Relationship Management: The Business Case for CRM (Financial Times Series)

Companies are increasingly recognising the benefits of adopting a more customer-focused approach to their business. Furthermore, the availability of new technology is enabling organisations to communicate more effectively with their customers and develop a better understanding of their needs.

Improving your customer knowledge and meeting their expectations can help to generate increased profits. This new Cranfield School of Management Research Report is the most comprehensive survey available on CRM and provides a guide to best practice using case study material from around the world.

Senior managers can use this report to review their own CRM strategy or to implement a new one.

Contents include:

• The emergence of CRM
• The marketing perspective and the IT perspective
• Customer service, satisfaction, retention and profitability
• Implementing CRM and ROI on CRM systems
• Business Intelligence and data warehousing
• E-Business applications
• Call centres

Lynette Ryals

MA (Oxon), MBA, FIIMR is a Lecturer in Marketing at the Cranfield School of Management in the UK. She joined Cranfield from a major management consultancy and specialises in marketing measurement and IT in marketing, particularly in service businesses, and is currently working towards a PhD in customer profitability.

Lynette began her career in the City as a fund manager and stockbroker trading UK equities, options and futures, and still lectures occasionally on finance issues. She then moved to a marketing company to work on corporate development and acquisitions, subsequently transferring into the consultancy arm of the same business group. She is a Registered Representative of the London Stock Exchange and is the only woman in the UK to have passed the Fellowship examinations of the Institute of Investment Analysis and Research (IIMR).

Her teaching assignments include the Cranfield MSc and MBA programmes as well as tailored corporate programmes and open programmes run at Cranfield. She was a guest lecturer for the Institute of Management in Nicosia, Cyprus, in 1993 and for the Chartered Institute of Management Accountants in Sri Lanka in 1995. From 1 January 2000, Lynette has been the Director of the Executive MBA programme.

 

Simon Knox, BSc, PhD is Professor of Brand Marketing at the Cranfield School of Management in the UK and is a consultant to a number of multinational companies including McDonald’s, Levi Strauss, DiverseyLever and the Ocean Group. Upon graduating, he followed a career in the marketing of international brands with Unilever Plc in a number of senior marketing roles in both detergents and foods.

Since joining Cranfield, Simon has published over 60 papers on branding and customer purchasing styles and is a regular speaker at international conferences. He is the Director of the Institute for Advanced Research in Marketing in the School and is currently leading a research team on Customer Relationship Management on behalf of Computer Sciences Corporation (CSC). He is the co-author of the book, Competing on Value published by Financial Times Pitman Publishing in the UK and Germany.

 

Stan Maklan, BSc, MBA is a Managing Consultant with Computer Sciences Corporation (CSC) working in its European Customer Relationship Management (CRM) practice and its global management research centre, Research Services. Before joining its European division, he established CSC’s UK CRM practice. Stan is also working towards his PhD (part-time) studying the impact of online, interactive relationships upon the function and practice of marketing. Previously, Stan held board-level positions for operating divisions of Unilever and Burson-Marsteller, world leaders in consumer goods and public relations respectively. He was also a global marketer with Cable & Wireless.

Stan Maklan co-authored Competing on Value, a best-selling management book that integrates key concepts associated with business process and brand management.