Essentials of CRM: A Guide to Customer Relationship Management

Abstract

This book is organized into modular topics related to CRM. It is divided into the following chapters: chapter 1 : overview. The first chapter of this book provides an overview of the key concepts involved in CRM. Chapter 2 : the customer. This chapter covers CRM from the customer's perspective. Chapter 3 : the corporation. taking the perspective of the corporation, this chapter explores the internal jobs, processes, and technology issues faced by businesses involved in a CRM effort. Chapter 4 : technology. this chapter explores the many technologies available for CRM and know the appropriate technology can be used to leverage human resources in a company. Chapter 5 : eCRM. with the advent of the web, CRM has taken on a new meaning. Chapter 6 : evaluating solutions. this chapter explores how the various approaches to CRM can be evaluated. Chapter 7 : economics of CRM. Exploring the possibilities of CRM costs money. Chapter 8 : getting three. the final chapter provides some concrete examples of the resources, time, and costs involved in embarking on a practical CRM effort. Further reading. this appendix lists some of the more relevant works in the area of CRM, at a level appropriate to a CEO or upper level CRM manager.