Description

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.

Key Features

* Offers a groundbreaking, systematic framework for CRM success - from a Cranfield Business School writing team * High level strategic approach to CRM * Carefully researched cases providing the specific application of general theories

Readership

CIM members and some students; CRM managers; Marketing Directors; Sales Directors; Academics.

Table of Contents

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.

Details

No. of pages:
302
Language:
English
Copyright:
© 2003
Published:
Imprint:
Butterworth-Heinemann
Print ISBN:
9780750656771

About the authors

Adrian Payne

Dr Adrian Payne is Professor of Services & Relationship Marketing and Director of the Centre for CRM at Cranfield School of Management, UK. He is an author of ten books on Relationship Marketing, CRM and Marketing Strategy. He undertakes research, gives keynote presentations, runs workshops and consults globally in CRM, relationship marketing and customer retention strategies.

Lynette Ryals

Lynette specializes in sales, key account management and marketing portfolio management, particularly in service businesses. Her PhD looked at key account profitability and she has published widely on this topic. She is a Registered Representative of the London Stock Exchange and a Fellow of the Society of Investment Professionals. She is also the Director of Cranfield’s Key Account Management Best Practice Research Club.