By Francis Buttle
Customer courting administration Third Edition is a much-anticipated replace of a bestselling textbook, together with monstrous revisions to deliver its insurance brand new with the very most up-to-date in CRM perform. The publication introduces the idea that of CRM, explains its merits, how and why it may be used, the applied sciences which are deployed, and the way to enforce it, supplying you with a consultant to each element of CRM on your enterprise or your experiences.
Both theoretically sound and managerially appropriate, the booklet attracts on educational and self sufficient study from quite a lot of disciplines together with IS, HR, undertaking administration, finance, technique and extra. Buttle and Maklan, basically and with out jargon, clarify how CRM can be utilized through the patron existence cycle phases of purchaser acquisition, retention and improvement. The ebook is illustrated liberally with screenshots from CRM software program functions and case illustrations of CRM in practice.
NEW TO THIS EDITION:
- Updated teacher aid fabrics online
- Full color interior
- Brand new foreign case illustrations from many settings
- Substantial revisions all through, together with new content material on:
- Social media and social CRM
- Big info and unstructured data
- Recent advances in analytical CRM together with subsequent top motion solutions
- Marketing, revenues and repair automation
- Customer self-service technologies
- Making the enterprise case and realising the advantages of funding in CRM
Ideal as a center textbook by means of scholars on CRM or similar classes comparable to courting advertising, database advertising or key account administration, the e-book is usually necessary to execs, managers concerned about CRM courses and people pursuing specialist skills or accreditation in advertising, revenues or provider management.
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Extra info for Customer Relationship Management: Concepts and Technologies
Intelligent interrogation provides answers to questions such as: Who are our most valuable customers? Which customers have the highest propensity to switch to competitors? Which customers would be most likely to respond to a particular offer? 11 6387 CUSTOMER RELATION MANAGEMENT-V2_246x189mm 08/01/2015 16:30 Page 12 UNDERSTANDING CUSTOMER RELATIONSHIPS In recent years, we have seen the emergence of ‘big data’. Although the expression ‘big data’ has been around since 2000, it is only since 2010 that businesses have become seriously interested in these huge datasets.
2001). One-to-one B2B: CRM strategies for the real economy. London: Piatkus; Peppers, D. and Rogers, M. (2004). Managing customer relationships: a strategic framework. Hoboken, NJ: John Wiley; Peppers, D. and Rogers, M. (2005). Return on customer: creating maximum value from your scarcest resource. New York: Doubleday. Buttle, F. (2004). Customer relationship management: concepts and tools. Oxford: Elsevier Butterworth-Heinemann. Payne, A. and Frow, P. (2013). Strategic customer management: integrating CRM and relationship marketing.
24 6387 CUSTOMER RELATION MANAGEMENT-V2_246x189mm 08/01/2015 16:30 Page 25 UNDERSTANDING RELATIONSHIPS Let’s be clear about what is meant by ‘interactive episode’. Episodes are time bound (they have a beginning and an end) and are identifiable; you can put names to the episodes. Within a sales representative–customer relationship it is often possible to identify a number of discrete episodes, such as making a purchase, enquiring about a product, making a sales call, negotiating terms, dealing with a complaint, resolving an invoicing dispute and playing a round of golf.
Customer Relationship Management: Concepts and Technologies by Francis Buttle