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.