Description
Book SynopsisFirms are continually seeking new ways to forge close relationships with their most valuable customers. With recent advances in networking and database management, firms have both the motivation and the means for improving their Customer Relationship Management (CRM) strategies. This book focuses on the actuality of implementing CRM.
Trade Review"...Unternehmen, die mit ihrem Customer-Relationship-Management-System nicht zufrieden sind, finden in diesem Buch viele Anregungen für Verbesserungen." (Managementkompass, Broschüre mit dem Titel: Wachstumstreiber Technologie, 2008)
Table of ContentsAbout The Authors.
Series Preface.
Preface.
Chapter 1 Introduction and CRM Overview.
Chapter 2 - Positioning CRM As IT-Enabled Business Change.
Chapter 3 - Implementing CRM: The Neglected Roles of Culture, Knowledge and Psychological Contracts.
Chapter 4 – Tools For Investigation: Pilot Study, Methods and Frameworks.
Chapter 5 – CRM Implementation Case: A UK City Council (UKCC).
Chapter 6 – CRM Implementation Case: An International Enterprise (IE).
Chapter 7 Cross-Case and Cross-Sector Comparisons: What Can We Learn?
Chapter 8 – Conclusion: CRM Developments.
References.
Appendix – A Note On Research Methodology.
Index.
