Customer relationship management : a strategic imperative in the world of e-business / editor Stanley A. Brown.

Part one. First principles in CRM: overview ; Chapter one. Putting CRM to work: the rise of the relationship ; Chapter two. The need for a market-intelligence enterprise ; Chapter three. A case study on CRM and mass customization: capital one ; Part two. step one: building and implementing the customer strategy: overview ; Chapter four. Creating loyalty: its strategic importance in your customer strategy ; Chapter five. From customer loyalty to customer dependency: a case for strategic customer care ; Chapter six. Customer acquisition and CRM: a financial perspective ; Part three. Step two: the need for effective channel and product strategies: overview ; Chapter seven. Customer relationship management through new product development ; Chapter eight. Channel management and customer relationship management ; Chapter nine. Embracing the e-channel ; Chapter ten. e Channel management: electrocinc-customer relationship management ; Chapter eleven. The customer centric organization in the automotive industry focus for the 21st century ; Part four. Step three. The infraestructure strategy overview ; Chapter twelve: The tools for CRM the three ws of technology ; Chapter thirteen: using the tools: database marketing, data warehousing and data mining ; Chapter fourteen. CRM in the telecommunication industry: a case study of swisscom ; Part five. Enabling the CRM strategy overview ; Chapter fifteen. Implementing CRM: 20 steps to success ; Chapter sixteen. Using catalytic measures to improve CRM ; Chapter seventeen. Best practices in outsourcing CRM and lessons learned ; Chapter eighteen. Learning and knowledge management programs in the age of CRM ; Chapter nineteen. Implementing CRM: the need for performance alignment .

Durante la última década, muchas organizaciones han asumido que sus productos o servicios eran tan superiores que los clientes seguirían regresando automáticamente por más. Pero para competir eficazmente en el mercado actual, las organizaciones deben cambiar su estrategia para centrarse más en el cliente, no en el producto. Customer Relationship Management (CRM) es la mejor manera de integrar este enfoque orientado al cliente en toda la organización. Dirigido a comprender y anticipar las necesidades de los clientes actuales y potenciales de una organización, este libro innovador muestra cómo CRM vincula a las personas, los procesos y la tecnología para optimizar los ingresos y las ganancias de una empresa al proporcionar primero la máxima satisfacción del cliente.