||Essentials of CRM: A Guide to Customer
Relationship Management, by Bryan Bergeron, softcover, 220 pages,
The goal of this book is to provide the reader with exposure to these techniques
and technologies of CRM. Specifically, the Essentials of CRM
explores examples of customer relationship management the work - and
those that don't - with the help of easy-to-understand vignettes. The
book assumes an intelligent executive-level reader who may be unaware of
the particular vernacular of the customer service field or not know how to
recognize a superior CRM formula. The reader will come to appreciate
the many uses of CRM, from actively developing a following of profitable
customers to turning nonprofitable customers away in cost-savings maneuvers.
Understand CRM from historical, economic, technical, and customer perspectives
(i.e., the genesis of CRM, how to calculate ROI, the technologies available,
and how to evaluate customer satisfaction with the methods chosen for
Understand the significance of CRM on the company's bottom line, both long-
and short -term.
Understand how CRM professionals work and think, including why customer service
representatives tend to be the lowest paid staff on the corporate payroll.
Use a set of specific recommendations to establish and manage a CRM effort.
Understand the technologies, including their tradeoffs, that can be used
to implement a CRM service.
Appreciate best practices - what works, why it works, and how to evaluate
a successful CRM effort.
Table of Contents
Economics of CRM
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Last modified September 7, 2002