Description
Customer relationship management (CRM) as a strategy and as a technology has gone through an amazing evolutionary journey. This Encyclopedia of Modern Methods and Techniques in Customer Relationship Management explains what Customer Relationship Management is, the benefits it delivers, the contexts in which it is used, how it can be implemented and how CRM technologies can be deployed to support customer management strategies and objectives. It also looks comprehensively at how CRM can be used throughout the customer life-cycle stages of customer acquisition, retention and development and how the management disciplines- marketing, sales, IT, change management, human resource, customer service, accounting, and strategic management are implicated through this. The text is filled with ideas and strategies to help managers become more capable, efficient, effective, and valuable to their corporations. It supplies easy-to-apply solutions to common CRM problems, including how to maximize impact from CRM technology, which data warehousing techniques are most effective, and how to create and manage both short- and long-term relationships.
