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" Customer relationship management : "
Francis Buttle.
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BL
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| Record Number
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729493
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| Doc. No
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b549248
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| Main Entry
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Francis Buttle.
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| Title & Author
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Customer relationship management : : concepts and technologies\ Francis Buttle.
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| Edition Statement
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2. ed
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| Publication Statement
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Amsterdam ; London: Butterworth-Heinemann, ©2009.
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| Page. NO
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(494 p.)
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| ISBN
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0080949614
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: 9780080949611
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| Notes
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Key performance indicators of customer acquisition programmes.
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| Contents
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Front Cover; Customer Relationship Management; Copyright Page; Contents; Foreword; Preface; Acknowledgements; About the author; 1. Introduction to customer relationship management; Chapter objectives; Introduction; Strategic CRM; Operational CRM; Analytical CRM; Collaborative CRM; Misunderstandings about CRM; Defining CRM; CRM constituencies; Commercial contexts of CRM; The not-for-profit context; Models of CRM; Summary; References; 2. Understanding relationships; Chapter objectives; What is a relationship?; Relationship quality; Why companies want relationships with customers. Why companies do NOT want relationships with customersWhy customers want relationships with suppliers; Why customers do NOT want relationships with suppliers; Customer satisfaction, loyalty and business performance; Researching the satisfaction-profit chain; Relationship management theories; Summary; References; 3. Planning and implementing customer relationship management projects; Chapter objectives; Introduction; CRM implementation; Phase 1: Develop the CRM strategy; Phase 2: Build CRM project foundations; Phase 3: Needs specification and partner selection; Phase 4: Project implementation. Phase 5: Evaluate performanceSummary; References; 4. Developing, managing and using customer-related databases; Chapter objectives; Introduction; What is a customer-related database?; Developing a customer-related database; Select the database technology and hardware platform; Maintain the database; Desirable data attributes; Data integration; Data warehousing; Data marts; Data access and interrogation; Data mining; Privacy issues; Summary; References; 5. Customer portfolio management; Chapter objectives; What is a portfolio?; Who is the customer?; Basic disciplines for CPM. Market segmentationSales forecasting; Activity-based costing; Lifetime value estimation; Data mining; CPM in the business-to-business context; Additional customer portfolio management tools; Strategically significant customers; The seven core customer management strategies; Summary; References; 6. Customer relationship management and customer experience; Chapter objectives; Introduction; What is meant by customer experience?; Experiential marketing strategies and tactics; Customer experience and the role of CRM; Features of CRM software applications that influence customer experience. Researching the link between customer experience and CRMSummary; References; 7. Creating value for customers; Chapter objectives; Introduction; Understanding value; Sources of customer value; Customization; Value from products; Value from service; Value from processes; Value from people; Value from physical evidence; Value from customer communication; Value from channels; Summary; References; 8. Managing the customer lifecycle: customer acquisition; Chapter objectives; Introduction; What is a new customer?; Customer value estimates; Prospecting.
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| Abstract
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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.
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| Subject
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Customer relations -- Management.
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| Subject
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Kundrelationer.
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| LC Classification
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HF5415.5F736 2009
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| Added Entry
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Francis Buttle
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