Customer Relationship Management

Customer Relationship Management : The Bottom Line to Optimizing Your ROI

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For undergraduate/graduate-level courses in Quantitative Measurement and Consumer Behavior. Cutting-edge in perspective, this text presents innovative proven methods for determining whether a Customer Relationship Management (CRM) strategy for changing the way a company provides service (by adding new technology, processes, and procedures) will realize the return on the investment projected. Throughout, students see through measurable data-containing examples how CRM theory is applied with great success by various real-life companies. They learn 1) the scientific reasons why people resist change, 2) a process to deal with it (Successful People Process SSP(t)) and a process to measure the results in an on-going manner, and 3) how to tie those measure results to the bottom-line (SP3M(t)).show more

Product details

  • Paperback | 272 pages
  • 179.8 x 234.7 x 14.2mm | 408.24g
  • Pearson Education (US)
  • Prentice Hall
  • Upper Saddle River, United States
  • English
  • Revised
  • 2nd Revised edition
  • 0130990698
  • 9780130990693
  • 1,997,350

Back cover copy

For undergraduate/graduate-level courses in Quantitative Measurement and Consumer Behavior.Cutting-edge in perspective, this text presents innovative proven methods for determining whether a Customer Relationship Management (CRM) strategy for changing the way a company provides service (by adding new technology, processes, and procedures) will realize the return on the investment projected. Throughout, students see through measurable data-containing examples how CRM theory is applied with great success by various real-life companies. They learn 1) the scientific reasons why people resist change, 2) a process to deal with it (Successful People Process SSP(TM)) and a process to measure the results in an on-going manner, and 3) how to tie those measure results to the bottom-line (SP3M(TM)).show more

Table of contents

I. OPERATIONAL CRM-ACCESSIBILITY. 1. Thinking Outside the CRM Box. 2. Start with the People. 3. The Secret to Risk Management of CRM: People. 4. The CRM Successful People Process(t) (CRM SPP(t)): The Key to Opening Up Employees to Change. 5. Teams and Their Impact on CRM Implementations. II. ANALYTICAL CRM-MEASURING PEOPLE, PROCESS, AND TECHNOLOGY. 6. Why Should You Measure Customer Service? 7. Customer Lifetime Value Calculations. 8. Benchmarking Your CRM Center. 9. Measuring People Who Provide Service. 10. The ROI of Training That Impacts the Bottom Line. 11. Using Technology the Smart Way: ROI of Improved Customer Service by an Airline. 12. Measuring Process: Promises, Promises-Service Level Let Downs vs. SP3M(t). 13. Technology That Optimizes CRM.show more

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