CRM: Redefining Customer Relationship Management

CRM: Redefining Customer Relationship Management

by Jeffrey Peel, Mike Gancarz
     
 

In CRM, Jeffrey Peel defines Customer Relationship Management in a radical new way by putting communications at the center. In the past, CRM was mostly about the technology, not about the customer. In this book, Peel talks about a new ethos that is beginning to fundamentally change the way organizations do business. At a technology level, CRM is increasingly about

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Overview

In CRM, Jeffrey Peel defines Customer Relationship Management in a radical new way by putting communications at the center. In the past, CRM was mostly about the technology, not about the customer. In this book, Peel talks about a new ethos that is beginning to fundamentally change the way organizations do business. At a technology level, CRM is increasingly about conjoined best-of-breed applications delivered via portal technologies. At a business level, it is beginning to invade traditional territories occupied by brand management or customer support. Peel shows companies how to make the shift to the new paradigm.

· Defines the nature of new CRM niche solutions
· Provides entirely new types of functionality that mesh seamlessly
· Describes solutions focused solely on the needs of the customer

Product Details

ISBN-13:
9781555582630
Publisher:
Elsevier Science
Publication date:
06/28/2002
Pages:
217
Product dimensions:
6.96(w) x 9.20(h) x 0.44(d)

Meet the Author

Jeffrey Peel runs his own CRM and marketing consultancy practice, Quadriga Consulting, based in the UK. He has had a varied career in CRM, marketing research, and technology marketing. He was VP of Global Marketing for a European CRM software start-up (Amacis Ltd) and Head of Marketing Communications for a Division of 3Com Corp. He has also held senior IT research roles at Roper Starch in Princeton, NJ (now part of NOP) and Research International in London (part of marketing services giant WPP Group).

Table of Contents

The New Customer Challenge; CRM Technology and CRM: The Need for a Communication-Centric Approach; The Analyst's View of CRM; The Application Revolution and Its Implications for CRM; Analytical CRM; Dot-Com CRM Red Herrings and Introducing CMR (and DCM); A Role for Marketing-Oriented CRM Technologies; Selecting Vendor Solutions; Defining CRM Processes; A Researched Approach to CRM; Conclusion; Glossary; Vendor Directory; About the Author; Index

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