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Praise for CRM Unplugged
"The authors supply countless examples of companies that have successfully implemented CRM, and show us the way to do the same."
author of Marketing Insights from A to Z
"CRM is no silver bullet, but it is a golden opportunity for companies that take the time to integrate CRM tools with their own source of competitive advantage. This book outlines the steps that need to be taken to achieve success. I highly recommend it."
coauthor of The Origin of Brands
"Turk and Bligh understand that Customer Relationship Management is not a software category; it’s about supporting competitive advantage, enforcing demand-driven business processes, and applying continuous customer information and analytics to create long-term ROI. This no-nonsense guide describes the larger scope and context of CRM beyond sales, marketing, and customer service, and provides real-world examples and methodologies for making sense of the real goals of customer relationship management."
Research Director, AMR Research
"CRM Unplugged is an excellent summary of how to approach a customer strategy within a company. I wish the book had been in print before we embarked on a major technology initiative in 2003. It would have been very useful for our executive team, and some of the mistakes we made could have been prevented."
|1||A new, more strategic approach to CRM||1|
|2||A review of CRM failures||23|
|3||Strategy first : aligning CRM with company strategy||53|
|4||Customer intelligence : the science of customer insight||79|
|5||Demand visibility and response||117|
|6||An enterprise-wide approach to CRM||135|
|7||Implementing CRM successfully||163|
|Epilogue : the future of CRM||183|