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Issue of May 2004 

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To build customer loyalty

The Ultimate CRM Handbook aims to evolve the latest innovations in CRM into proven, practical ideas for designing and delivering value-focussed, financially sound solutions. And it professes to offer strategies and concepts for building enduring customer loyalty and profitability.

The author feels that the practice of CRM has been lacking a number of essential perspectives for some time. They are about, the ways to use CRM to dramatically improve a company's customer relationship, enhance brand value while mitigating risk, and ensuring satisfactory return on invested capital.

The book, arranged in six parts, focuses on specific CRM concepts. This helps if the reader would like to skip a few topics and concentrate on what is actually useful.

A look at the ways to set an enterprise CRM strategy, reviews why and how companies must address strategy issues well before they purchase any CRM software package or define any business requirements. There is advice on how to develop and align channels, brands, and CRM strategies to ensure that CRM projects are aligned with the company's mission.

A section on CRM at work provides insight into CRM at five major industry segments: communications, government, manufacturing, resources, and retail. There are a number of case studies to explain how industries have actually used CRM concepts to get better business value.

A glossary section contains short explanations of typical CRM-related terminology and can serve as an effective jargon-buster in case your consultant or software vendor tries to overwhelm you.

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