The Crm Handbook ─ A Business Guide to Customer Relationship Management

To compete in today's competitive marketplace, customerfocus is no longer simply nice to have-it's afundamental mandate. This book is a manager's bestfriend, providing both a primer and a how-to guide todefining and implementing customer RelationshipManagement. It shows you: .The various roles CRM playsin business, and why it's more important than ever .Therange of CRM applications and uses, from sales forceautomation to campaing management to e-CRM and beyond.The context of some of the popular CRM buzzwords .Thedifferences between CRM and business intelligence, andwhy they're symbiotic .Why the customer-relationshipfailure rate is so high, and how to avoid becominganother CRM statistic .Case studies of visionarycompanies who've done CRM the right way.

Jill Dyche is principal consultant with Baseline Consulting Group, which provides management consulting & technology implementation services to Fortune 500 companies. She has recently spearheaded several of Baseline Consulting's projects centered on CRM implementation and readiness. A frequent speaker at CRM and e-Business conferences and user groups, she is author ofe-Data: Turning Data Into Information With Data Warehousing (Addison-Wesley).