Customer Relationship Management
Perspectives from the Market PlaceBy
- Simon Knox, Cranfield School of Management, UK
- Stan Maklan, Cranfield School of Management, UK
- Adrian Payne, Cranfield School of Management, UK
- Joe Peppard, Cranfield School of Management, UK
- Lynette Ryals, Professor of Strategic Sales and Account Management, Cranfield School of Management, UK
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 programme.The book backs up these five processes - strategy 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, Homebase, Canada Life, Sun Microsystems, Natwest, Sears, Roebuck & 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.
CIM members and some students; CRM managers; Marketing Directors; Sales Directors; Academics.
Published: October 2002
Imprint: Butterworth Heinemann
- CRM - Top of the management agenda; A strategic framework for CRM; The strategy development process; The value creation process; The channel and media integration process; The information management process; The performance assessment process; CRM investments and shareholder value; The future of CRM - What opinion leaders think.