The Customer Management Scorecard: Managing CRM for Profit [Hardcover]

Neil Woodcock (Author), Bryan Foss (Author), Merlin Stone (Author)

Book Description

Publication Date: December 30, 2002 | ISBN-10: 0749438959 | ISBN-13: 978-0749438951

Given the big budgets that are attached to customer management (CM) initiatives, it's not surprising that companies are keen to see a good level of return on investment. But many companies, especially large ones, are finding that they are not adding value through their CM programs. Conversely, those companies that have focused on improving their CM are seeing significant benefits, as this book clearly shows.

Editorial Reviews

Review

"This book shows companies how to establish accurately how good they are at managing their customers and what they need to do to improve their customer management. The book avoids arcane theories of CRM. Its recommendations are based on classic good practice in direct and database marketing, demonstrating the authors' strong background in these areas." -- Professor Derek Holder, Managing Director, Institute of Direct Marketing

About the Author

Woodcock has worked on customer management projects with multi-national companies in Europe, the Far East, South Africa and the USA, specializing in the use of data to plan, implement and analyze strategies and activities.

Bryan Foss is director of www.fossinitiatives.com and an advisor to a portfolio of fast-growing international companies.

Professor Stone is the author of 30 + books on marketing and customer service, and is Visiting Professor at several UK universities.

Product Details

• Hardcover: 428 pages
• Publisher: Kogan Page (December 30, 2002)
• Language: English
• ISBN-10: 0749438959
• ISBN-13: 978-0749438951
• Product Dimensions: 1.2 x 7.8 x 9.8 inches
• Shipping Weight: 2.4 pounds (View shipping rates and policies)
• Amazon Best Sellers Rank: #1,371,513 in Books (See Top 100 in Books)

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