Customer Relationship Management (Briefcase Books Series) [Paperback]

Kristin L. Anderson (Author), Carol J. Kerr (Author)

Book Description

ISBN-10: 0071379541 | ISBN-13: 978-0071379540 | Publication Date: September 18, 2001 | Edition: 1

This reader-friendly series is must read for all levels of managers

All managers, whether brand-new to their positions or well established in the corporate hierarchy, can use a little brushing-up now and then. The skills-based Briefcase Books Series is filled with ideas and strategies to help managers become more capable, efficient, effective, and valuable to their corporations.

As customer loyalty increasingly becomes a thing of the past, customer relationship management (CRM) has become one of today's hottest topics. Customer Relationship Management supplies easy-to-apply solutions to common CRM problems, including how to maximize impact from CRM technology, which data warehousing techniques are most effective, and how to create and manage both short- and long-term relationships.

Editorial Reviews

From the Back Cover

Tips and Tools for Creating­­and Sustaining­­Profitable, Long-Term Customer Relationships

In today's impersonal, arms-length marketplace, customer loyalty is rapidly becoming a thing of the past. Customer Relationship Management brings it back to the foreground, providing easy-to-apply solutions and strategies for establishing meaningful bonds with your customers and turning them into reliable, lifelong partners. This latest addition to McGraw-Hill's successful Briefcase Books series provides you with:

• Practical advice for choosing and implementing a CRM strategy
• A review of database tools for capturing­­and managing­­valuable customer information
• Proven techniques for translating an effective CRM strategy to the e-commerce environment

Even as markets change, effective customer relationship management remains a question of knowing your customers, understanding their wants and needs, and establishing long-term, mutually beneficial relationships. Let Customer Relationship Management supply you with easy-to-apply solutions to your everyday CRM questions, and show you how to design a CRM approach that is responsive, flexible, and personalized to each customer.

Briefcase Books, written specifically for today's busy manager, feature eye-catching icons, checklists, and sidebars to guide managers step-by-step through everyday workplace situations. Look for these innovative design features to help you navigate through each page:

• Clear, concise definitions of CRM terms and jargon
• Tips for being smart when managing difficult customer situations
• How-to hints of the pros for smooth, successful CRM efforts
• Practical advice to avoid mistakes when dealing with customers
• Warning signs for where things could go wrong
• Case studies of how others have achieved successful CRM
• Specific procedures for implementing CRM strategy

About the Author

Kristin L. Anderson (Minneapolis, MN) is a customer service consultant. Carol J. Kerr (Austin, TX) is a learning solutions consultant with Motorola.

Product Details

• Paperback: 164 pages
• Publisher: McGraw-Hill; 1 edition (September 18, 2001)
• Language: English
• ISBN-10: 0071379541
• ISBN-13: 978-0071379540
• Product Dimensions: 9.6 x 6.7 x 2.7 inches
• Shipping Weight: 8.8 ounces (View shipping rates and policies)
• Average Customer Review: 5.0 out of 5 stars  See all reviews (4 customer reviews)
• Amazon Best Sellers Rank: #681,019 in Books (See Top 100 in Books)

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Customer Reviews

Most Helpful Customer Reviews

9 of 9 people found the following review helpful:

5.0 out of 5 stars Practical CRM, March 29, 2002

By A Customer

This review is from: Customer Relationship Management (Briefcase Books Series) (Paperback)

I've looked through a number of books on CRM in an effort to get a better handle on the topic and to find a good process for teaching the concepts to emploees in my company. I stumbled over Anderson & Kerr's take on CRM and found what I was looking for. Anderson and Kerr have captured the essence of CRM in a very practical, hands-on way. They have great examples from their lives and (I assume) the lives of their friends that adds texture and a realness that the other books I've looked at lacked. I really thought I understood CRM, but after reading this book I realized that I had missed the whole point -- Customer Relationship Management is about CUSTOMERS, not computers. Well worth the reading if you have anything to do with customers.

5 of 5 people found the following review helpful:

5.0 out of 5 stars Getting Past the Technology, April 29, 2002

By A Customer

This review is from: Customer Relationship Management (Briefcase Books Series) (Paperback)

Perhaps the best recommendation I can give for this book occurs in one of the many little tip boxes scattered throughout this treasure trove of ideas, tips and tricks of the trade. This particular tip box says simply "Strategy Isn't Technology ...people confuse strategy and technology ... Insist that CRM technologies be referred to as CRM tools. Ask how each tool supports your CRM strategy."

This book provides the best antidote to that tendency we have today to mistake a software application for a full solution. Not only will this book show you how to get the most out of such CRM tools, but it also provides tips and ideas for managing the whole complex and essential business of Customer Realtionship Management.

6 of 7 people found the following review helpful:

5.0 out of 5 stars Packed with Knowledge!, February 22, 2002

By 

Rolf Dobelli "getAbstract" (Switzerland) - See all my reviews
(HALL OF FAME REVIEWER)    (TOP 500 REVIEWER)    (REAL NAME)   

This review is from: Customer Relationship Management (Briefcase Books Series) (Paperback)

Despite the tens of millions dollars now being invested in new customer relationship management solutions, customer satisfaction with service dropped almost eight percent from 1994 to 2000, according a study by the University of Michigan's business school. Consultants Anderson and Kerr suggest some reasons why: a failure to distinguish between CRM strategy and CRM technology and a tendency to view meaningless data as useful information. We from getAbstract highly recommend this concise and thorough examination of CRM to all managers and students of business.