Handbook of CRM: Achieving Excellence through Customer Management
暫譯: 客戶關係管理手冊:透過客戶管理實現卓越

Adrian Payne

  • 出版商: Butterworth-Heineman
  • 出版日期: 2005-10-31
  • 定價: $2,800
  • 售價: 5.0$1,400
  • 語言: 英文
  • 頁數: 288
  • 裝訂: Hardcover
  • ISBN: 0750664371
  • ISBN-13: 9780750664370
  • 相關分類: Excel
  • 立即出貨(限量) (庫存=2)

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商品描述

Description

Customer Relationship Management is a holistic strategic approach to managing customer relationships to increase shareholder value, and this major Handbook of CRM gives complete coverage of the key concepts in this vital field.
It is about achieving a total understanding of the concepts that underlie successful CRM rather than the plethora of systems that can be used to implement it.

Based on recent knowledge, it is underpinned by:

 

  • Clear and comprehensive explanations of the key concepts in the field
  • Vignettes and full cases from major businesses internationally
  • Definitive references and notes to further sources of information on every aspect of CRM
  • Templates and audit advice for assessing your own CRM needs and targets

    The most lucid, comprehensive and important overview of the subject and an invaluable tool in enabling the connection of the major principles to the real world of business.

 

 Table Of Contents

A Strategic Framework for CRM
The Strategy Development Process
The Value Creation Process
The Multi-Channel Integration Process
The Information Management Process
The CRM Performance Assessment Process
Organising for CRM Implementation
Chapter references
CRM reading list

商品描述(中文翻譯)

描述

客戶關係管理(Customer Relationship Management, CRM)是一種全面的策略性方法,旨在管理客戶關係以提高股東價值,而這本重要的《CRM手冊》全面涵蓋了這一重要領域的關鍵概念。它著重於對成功CRM背後概念的全面理解,而非實施它所需的眾多系統。

基於最新的知識,它的基礎包括:

- 清晰且全面的關鍵概念解釋
- 來自國際主要企業的案例和完整案例
- 每個CRM方面的權威參考和進一步資訊來源的註解
- 評估自身CRM需求和目標的模板及審核建議

這是該主題最清晰、最全面且最重要的概述,是將主要原則與商業現實連結的寶貴工具。

目錄

- CRM的策略框架
- 策略發展過程
- 價值創造過程
- 多渠道整合過程
- 資訊管理過程
- CRM績效評估過程
- CRM實施的組織安排
- 章節參考
- CRM閱讀清單