Customer Relationship Management Hardback

Customer Relationship Management presents a ground-breaking strategic framework for successful CRM policy.

Built around Professor Payne's five key processes, the book demonstrates a systematic management progression that will guarantee the maximum impact and efficiency of a CRM programme. The book backs up these five processes - strategy development, value creation, channel and media integration, information management and performance assessment - with 16 best practice case studies which set the universal theory in a specific practical context.

These feature a range of companies, including Orange, Brittania, Homebase, Canada Life, Sun Microsystems, Natwest, Sears, Roebuck & Co., Nortel Networks and Siemens.

The book concludes with interviews from four thought leaders, offering a 'futures' vision forum for CRM. Customer Relationship Management is a vital instrument for anyone who needs to know how to develop and measure effective CRM within an organization.

It includes overviews and key learning points preceding each case study, and a summary chapter to draw out the most salient lessons from CRM best practices.

For practitioner or academic alike, this is essential reading.