Essentials of CRM: A Guide to Customer Relationship Management (Essentials Series) [Paperback]

Bryan Bergeron (Author)

Book Description

Series: Essentials Series | Publication Date: February 7, 2002

ESSENTIALS OF CRM

Full of valuable tips, techniques, illustrative real-world examples, exhibits, and best practices, this handy and concise paperback will help you stay up to date on the newest thinking, strategies, developments, and technologies in CRM.

"Once again, Bryan Bergeron proves that he is ahead of the curve when it comes to understanding the value of customer relationships. This remarkable book is geared not only toward corporate executives with mega-investments in CRM, but can also be successfully applied to the street corner vendor. His articulate and sensitive style brings this highly involved subject matter to a level we can all understand."
—Michael Cusack, author of Online Customer Care: Strategies for Call Center Excellence

"Managing relationships with customers has become a critical organizational competency. Bergeron has done a superb job of presenting the breadth, complexity, and nature of CRM. This book provides a fabulous and actionable grounding in CRM for organizational leadership."
—John Glaser, PhD, Vice President and CIO, Partners Healthcare System

The Wiley Essentials Series-because the business world is always changing...and so should you.

Editorial Reviews

From the Back Cover

ESSENTIALS OF CRM

Full of valuable tips, techniques, illustrative real-world examples, exhibits, and best practices, this handy and concise paperback will help you stay up to date on the newest thinking, strategies, developments, and technologies in CRM.

"Once again, Bryan Bergeron proves that he is ahead of the curve when it comes to understanding the value of customer relationships. This remarkable book is geared not only toward corporate executives with mega-investments in CRM, but can also be successfully applied to the street corner vendor. His articulate and sensitive style brings this highly involved subject matter to a level we can all understand."
-Michael Cusack, author of Online Customer Care: Strategies for Call Center Excellence

"Managing relationships with customers has become a critical organizational competency. Bergeron has done a superb job of presenting the breadth, complexity, and nature of CRM. This book provides a fabulous and actionable grounding in CRM for organizational leadership."
-John Glaser, PhD, Vice President and CIO, Partners Healthcare System

The Wiley Essentials Series-because the business world is always changing...and so should you.

About the Author

BRYAN BERGERON has spent the last thirty years designing and working with computers and electronics. He teaches at Harvard Medical School and MIT, serves as Editor in Chief of e.MD and technical editor of Postgraduate Medicine, and is on the editorial boards of Healthcare Informatics and Perspectives in Biology and Medicine, among others. He has authored several books on business and technology.

Product Details

• Paperback: 220 pages
• Publisher: Wiley; 1 edition (February 7, 2002)
• Language: English
• ISBN-10: 0471206032
• ISBN-13: 978-0471206033
• Product Dimensions: 8.9 x 6 x 0.6 inches
• Shipping Weight: 12 ounces (View shipping rates and policies)
• Average Customer Review: 4.3 out of 5 stars  See all reviews (9 customer reviews)
• Amazon Best Sellers Rank: #1,996,720 in Books (See Top 100 in Books)

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Customer Reviews

Most Helpful Customer Reviews

18 of 19 people found the following review helpful:

4.0 out of 5 stars A quick read, but...., April 22, 2002

By 

Laurence A Smith (Hamilton, Ontario Canada) - See all my reviews

This review is from: Essentials of CRM: A Guide to Customer Relationship Management (Essentials Series) (Paperback)

If you are new to CRM this is a good book. If you have some experience with CRM, as I do, this lacks detail. The book is definitely just for CRM beginners.

It is a quick read - about 3-4 hrs total cover to cover. The text is all double spaced so the 208 pages goes by very fast. Thus, the value for money is a bit questionable.

The story about 3 roommates that threads its way through the book is a good example of a how a small enterprise gets involved with CRM, however much of the rest of the book's theory and advice is geared to larger organizations.

The author really concentrates on CRM vis-a-vis customer service representatives. He does not touch on sales force automation or marketing aspects of CRM systems at all. This despite the author telling us of the necessity to include sales and marketing in the CRM implementation and buy-in.

Still, it is a good book overall.

4 of 5 people found the following review helpful:

5.0 out of 5 stars Easy Read, February 27, 2002

By 

Ron Rabowitz (Philly) - See all my reviews

This review is from: Essentials of CRM: A Guide to Customer Relationship Management (Essentials Series) (Paperback)

I picked up this book becasuse I had to. Everyone's been talking about CRM in my company. To my surprise, I actually enjoyed learning about CRM. I'm no technologist, but a manager with real-world challenges. This book lets me talk intelligently with my IT department head and navigate through the fluff vendors throw my way. It's well worth reading.

4 of 5 people found the following review helpful:

5.0 out of 5 stars Provides a great foundation, February 19, 2002

By 

Roger Rouke (New York) - See all my reviews

This review is from: Essentials of CRM: A Guide to Customer Relationship Management (Essentials Series) (Paperback)

I highly recommend this book The ideas that Bryan Bergeron presents were very insightful. This book provided me with the solid background in CRM that I desperately needed. Anyone who needs a solid foundation on CRM should read this book.