Description
Taylor And Francis Customer Relationship Management by Stan Maklan and Simon Knox and Adrian Payne and Lynette Ryals and Joe Peppard
Customer relationship management presents a ground-breaking strategic framework for successful CRM policy. Built around Professor Payne's five key processes, the book demonstrates a systematic management progression that will guarantee the maximum impact and efficiency of a CRM program-me.The book backs up these five processes - trategy development, value creation, channel and media integration, information management and performance assessment-with 16 best practice case studies which set the universal theory in a specific practical context. These feature a range of companies, including Orange, Brittania, Home base, Canada life, sun micro systems, Natwest, Sears, Roebuck and Co., Nortel networks and siemens. The book concludes with interviews from four thought leaders, offering a 'futures' vision forum for CRM.Customer Relationship Management is a vital instrument for anyone who needs to know how to develop and measure effective CRM within an organization. It includes overviews and key learning points preceding each case study, and a summary chapter to draw out the most salient lessons from CRM best practices. For practitioner or academic alike, this is essential reading.
Key Features:-
- Offers a groundbreaking, systematic framework for CRM success - from a Cranfield Business School wri
- High level strategic approach to CRM
- Carefully researched cases providing the specific application of general theories