Customer Relationship Management
Customer Relationship Management
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Product Description
Customer Relationship Management: Concepts and Tools is a breakthrough book that makes transparent the complexities of customer relationship management.The book views customer relationship management as the core business strategy that integrates internal processes and functions, and external networks, to create and deliver value to targeted customers at a profit. Customer relationship management is grounded on high quality customer data and enabled by information technology.The book is a comprehensive and fully developed textbook on customer relationship management . Although, it shows the roles of customer data and information technology in enabling customer relationship management implementation, it does not accept that customer relationship management is just about IT. Rather it is about an IT- and data-enabled approach to customer acquisition, customer retention and customer development.Because customer relationship management is a core business strategy the book demonstrates how it has influence across the entire business, in areas such as strategic, marketing, operations, human resource, and IT management. Customer relationship management 's influence also extends beyond the company to touch on partner and supplier relationships.* Integrative structure organized around the author's 'CRM Value Chain' model.* Theoretically sound and managerially relevant - a useful text from both student and practitioner's perspectives.* Standardized chapter contents and features for ease of navigation.
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I have read a number of CRM texts, however, this is a mile ahead and I would have to say it is the best CRM text that I have read.
It offers an excellent introduction to the principals of CRM and each chapter builds on the last, presenting a logical view of CRM from a marketers perspective, not from a that of a software engineer, a welcome change.
A must read for marketing profesionals and academic marketing courses.
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This should be considered for any curriculum through the master’s level as an overview of CRM. I’ve been steeped in marketing and management texts for months and most of them miss the mark entirely on CRM.
Buttle’s writing is clear and his organization of the material is even better. I especially appreciated his discussion about quality and the importance of understand that the market’s perception of quality drives satisfaction and competitiveness. This helps fill in what is a chronic gap in CRM: Most companies look for ways to find the right customers and fire the bad ones using data analytics that they call CRM, based on some of the most insidious principles of customer value management (CVM), viz., that it’s the value the customer has to YOU that matters most. That’s not the full picture. It’s the value YOU have to the customer and prospect that makes sure you’re going to be around for any length of time.
This is but one example of how Buttle has laid out CRM as a complete view of the organization, inside and out.
My only “ding” is that it needs to be updated a bit: The next part of CRM will be customer experience management (CEM), which starts with a business rules layer driven precisely by perceived value metrics, so that the right value components of your value proposition are expressed in the right channels in the right way. Another trend that should be emphasized more is the value of using a multi-channel approach for gathering the voice and behavior of the customer to drive innovation, operations and marketing.
So, if you’re interested in a well-written, documented, rich and yet broad view of CRM and its implications for your organization, Buttle is a great buy. But also pick up something on customer experience management.
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This book was in brand new condition but it was priced for a used book! I’m very pleased with the shipping time and the condition of the book.
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This was a great read…the book clealy outlined the tools necessary for efficiently effecting a CRM model.
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Hello! I’m the author of the book, and would like to explain how the second edition has been expanded, updated and enhanced.
The publishers contacted adopters and readers of the first edition and asked them what changes they’d like to see incorporated into the new edition. Thanks to everyone who took part. This resulted in a number of important improvements to this edition.
The book is significantly expanded. At seventeen chapters, the second edition is seven chapters longer than the first edition. There are three new chapters dedicated to operational CRM applications – sales force automation, marketing automation and service automation. The chapters define important terms, identify the main vendors and actors, and set out the benefits CRM users can expect to experience and the functionality that is available.
There is a new chapter entitled `understanding relationships’. If CRM is about developing and maintaining relationships with customers, it is important to have clear understanding of what a relationship looks like, and how, if at all, it can be managed. This chapter defines the term `relationship’, examines whether customers want relationships with suppliers and vice versa, identifies attributes of successful relationships and reviews five different schools of thought that have influenced relationship management in a business context.
There is a new chapter on planning and implementing CRM projects. This takes readers through a disciplined 5-stage process designed to promote successful CRM outcomes.
There is a new chapter on `customer experience’. Customer experience has become something of a buzzword in the last few years. This chapter explores the concept of customer experience, and addresses the question of whether CRM can or does enhance customer experience.
Many new case illustrations have been added to every chapter, and all other content has been revised and updated. An added feature of this edition is the inclusion of a large number screenshots from CRM software applications. This is designed to give readers a sense of the CRM user’s experience.
A final enhancement to this edition is the provision of an array of enriching online content, targeted at meeting the needs of readers and adopters. Adopters have access to a comprehensive set of PowerPoint materials, case studies, learning exercises, and links to CRM vendors, ASP’s and analysts.
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Buttle’s book is a comprehensive coverage of CRM, without the bias of a particular “magic bullet” solution to push. The author covers several models of CRM, each with relative strengths and weaknesses, then explores important related topics such as customer experience and the role of systems in CRM programs. This book provides the best overall treatment of the subject for anyone interested in understanding and applying customer relationship management concepts in the real world.