The CRM Handbook A Business Guide to Customer Relationship Management
, by Dyché, Jill
- ISBN: 9780201730623 | 0201730626
- Cover: Paperback
- Copyright: 8/9/2001
The author takes on a cross-functional view of planning and implementing a CRM program from both technical and business vantage points. This book introduces CRM in a concise and easy-to-understand way. It will take on some of the well-worn buzzwords and put them in context and offer real case studies of both CRM successes and failures. It will also cover the range of CRM applications, from sales force automation to help desk support, to marketing automation, to e-CRM, and beyond
Jill Dyché is principal consultant with Baseline Consulting Group, which provides management consulting & technology implementation services to Fortune 500 companies. She has recently spearheaded several of Baseline Consulting's projects centered on CRM implementation and readiness. A frequent speaker at CRM and e-Business conferences and user groups, she is author of e-Data: Turning Data Into Information With Data Warehousing (Addison-Wesley).
| Acknowledgments | xv | ||||
| About the Author | xvii | ||||
| Introduction | xix | ||||
| Part I: Defining CRM | 1 | (150) | |||
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3 | (16) | |||
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| Part II: Delivering CRM | 151 | (130) | |||
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153 | (46) | |||
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155 | (11) | |||
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160 | (4) | |||
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164 | (2) | |||
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166 | (14) | |||
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| Further Reading | 281 | (6) | |||
| Glossary | 287 |
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