Customer Relationship Management

Insightful and easy to follow book which concisely explains the nuances of CRM concepts and systems. The author is organized and the information is presented very well.

Mandatory book from school, need to read almost more than half of the book. Quite solid content but just too difficult to read

great book!

expensive still

this is a nontechnical book. It covers many areas of CRM but not all. It tries to give a general perspective and that doesn't fit every sector/field.

The book explains how Customer Relationship Manager (CRM) can be used throughout the customer life cycle stage of customer acquisition, retention and development. The author introduces the four types of Customer Relationship Management and the seven-step process to develop a CRM strategy for any organization.-SummaryOverall, the book explains how CRM can be used in every stage of the customer life-cycle and the four types of Customer Relationship Management; Strategic CRM,Operational CRM, Analytical CRM,Collaborative CRM.-The book provides a very good overview of CRM; it is well organized and easy to understand. CRM Strategy is a new topic in this new version of the book. I think the author did well in the organization of the topics and explaining the concepts and steps to develop strategies that will help companies to acquire new customers and develop a long-term relationship with them.Buttle explained a seven step process to develop a CRM strategy for a specific project. He said that organizations interested in developing a CRM strategy must start with the step 1, `situation analysis'; which describes, understand and evaluate the current customer strategy. A couple of tools to help in this step are the comprehensive model of CRM and the customer strategy cube. This step answers the questions "Where are we now?", "why are we where we are now?" The main purpose of this audit is get information about the strength and weaknesses of the company's customer strategy. The step 2 of developing the strategy is to `educate the employees' to avoid misunderstandings. Employee education and involvement will be important as they will be motivated to participate and will help identify opportunities for improvement in the workplace. The step 3 is related to the `vision'; this should be a well written statement of how CRM will change the business as it relates to customers. Step 4, is about `priorities'. What are the company's priorities at this specific moment? Step 5 is related to `establishing goals and objectives' from the vision and the priorities. A goal could be to acquire new customers and an objective could to generate 200 additional leads in a period of time. Step 6 is about `identifying people, process and technology' requirements for the goals and objectives to be achieved. The last step, step 7 is about `developing the business case', which is built based on the cost and the benefits of the CRM implementation. This step answers the question: why should we invest in this CRM project? Managers will need to review the cost, the revenues and all those other benefits difficult to value like improve customer service or improve understanding to market changes.-I believe that this book could be a great help to CRM personnel, student, managers and any one that works directly or indirectly with customers. The way the author explains the topics is very simple and every step to develop a CRM strategy just makes sense. In addition, the book includes examples of CRM in practice so the readers can learn how CRM is implemented.-I think this is a great book that offers valuable information, techniques and tools on Customer Relationship Management. Developing a CRM strategy was very well explained and included a lot of details, examples and graphs to better understand the subject. I recommend this book to professionals but also to anyone that works with customers to help them understand the entire strategic planning required to acquire customers and develop a long term relationship with them and why this is so important for the success of the business.

Awesome

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.

This is a solid readable reasonably well-balanced account of the CRM concepts, and probably the most recently published textbook on CRM (2009). I think I would give it anything from 3* to almost 5* depending on what was wanted from it.Sadly it has advanced only a little over where we were at the beginning of the century. It's got almost no inclusion on the online space, websites, social media and Web 2.0, surely a significant opportunity to get ahead of the rest of the market, given that there really doesn't seem to be any really excellent book covering everything today. However you can address that by getting a specialist book on the side. Try something like Chaffey and his partners' book on Internet Marketing There are also few in-depth case studies, although there are plenty of short snippets. Like other CRM books it is weak on the brand, both the perspective of brand building and alignment with the brand, and also fails to consider integration with IMC.Those are the caveats, and they should be understood in the context that there is no perfect book on CRM. Although it has not advanced much over where we were 6 to 8 years ago, what it does cover it covers reasonably well, and also describes a number of the key models that have been developed and reflects their learning. As the subtitle suggests, it focuses on the ideas and technologies involved in CRM. It has a sensible if basic section on creating value for customers and covers customer service and the customer life cycle. It also focuses on the profitability of customers, covering segmentation from the perspective of customer portfolio management, which takes more of a financial than attitudes or needs-based approach, an area that could be improved. It does address and mention such interesting subjects (albeit briefly) as activity based costing. Its related description of data mining and analytics is introductory and never attempts to get too technical. While it is not as good as Adrian Payne on service development and process improvement, it does cover these areas in a broad and relatively uncontentious way. It also deals with marketing and service automation and addresses organisational issues such as organisational roles, customer management structures and stakeholder relationships. Naturally it also covers the technology, with chapters on both marketing and customer related databases and the enterprise approach.The book has a clear readable business oriented style suitable for a manager or student studying the topic and also benefits from one spot colour to improve the appearance of graphics and headings. Figures have been thoughtfully and professionally prepared.Francis Buttle is an Australian consultant and his particular range of practical experiences is reflected in a sensible approach.

I purchased this book for university studies and found it useful.

This book already helped me with a case study. I have what I was looking for. Now I'll learn from it

Gutes Buch für das Thema CRM. Viele hilfreiche Erklärungen, Themen und Beschreibungen.

One of the best crm book