Performance-Driven CRM: How to Make Your Customer Relationship Management Vision a Reality [Hardcover]

Stanley A. Brown (Author), Moosha Gulycz (Author), Stanley Brown (Author)

Book Description

Publication Date: March 1, 2002

How to tell if-and how much-CRM is working in your firm
Enthusiastically adopted by many firms as the way of the future, Customer Relationship Management is now facing its toughest challenge yet: the company evaluation. Measuring what gains CRM has made for your company, if any, is sound business. And Performance-Driven CRM lets you determine how sound your investment in CRM has been, with practical tools for measuring and monitoring CRM initiatives and its impact on operations and the bottom line. Fully equipped with questionnaires, assessment tools, exercises, and action plans, the book also contains case studies and best practice examples from PricewaterhouseCoopers's global CRM practice, including FedEx, NEC, and Sears. With tips on e-business applications, the book describes how to use Web tools in research and what to measure in an Internet environment. This is an ideal resource for measuring-and maximizing-the return on your firm's CRM investment.

Editorial Reviews

Review

"?a practical guide through the CRM minefield for anyone committed to delivering improved relationships?" (Marketing, 24 October 2002)

Review

"Performance Driven CRM provides a performance management perspective and a roadmap for those wanting to improve customer satisfaction and the lifetime value of the customer. It provides important thought leadership in understanding the customer, the organization and why an organization's commitment to quality service is so important to its overall success."
— Kenneth D. Tuchman, Chairman and CEO, TeleTech Holdings, Inc.

"This book has hit at the heart of the CRM issue: How to ensure alignment of the internal organization with external customer needs. This three-pronged performance management mechanism is infinitely logical and workable. This book is a must-read for every manager today."
— Laura Pollard, President, CRMA (Customer Relationship Management Association) Canada

"This book provides a comprehensive framework to chart any organization's CRM journey and help it stay the course. It also allows the reader, CRM savvy or not, to learn through meaningful, real-world anecdotes."
— Chantal Gagnon, Vice President, Customer Care, Zurich North America Canada

"Performance Driven CRM provides a structure for those wanting to truly deliver improved relationships with their strategic customers. It provides an important performance management perspective an a roadmap for lasting CRM."
— Larry Flynn, Vice President, Marketing and Customer Development, OLGC

"Performance Driven CRM recognizes that marketing has fundamentally changed (some say it's dead) and that CRM is the new reality. The authors understand the critical success factor of integrating CRM into every facet of a company's vision rather than just layering it in. This is a practical roadmap to CRM success."
— Mike Russill, Chairman, AADCO Automotive Inc.

"Performance Driven CRM gets down to basics in stating that 'at the end of the day,' the purpose of performance driven CRM is to change behaviour of people (customers, management, and staff). One of the special features of this book is the strong argument and practical tools it provides for a continual focus on 'what we're learning' while the CRM journey unfolds."
— Mary Cone Barrie, Ph.D., Director, School of Continuuing Studies, University of Toronto

See all Editorial Reviews

Product Details

• Hardcover: 320 pages
• Publisher: Wiley; 1 edition (March 1, 2002)
• Language: English
• ISBN-10: 0470831618
• ISBN-13: 978-0470831618
• Product Dimensions: 9.2 x 6.4 x 0.9 inches
• Shipping Weight: 1.2 pounds (View shipping rates and policies)
• Average Customer Review: 4.0 out of 5 stars  See all reviews (1 customer review)
• Amazon Best Sellers Rank: #2,170,946 in Books (See Top 100 in Books)

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Most Helpful Customer Reviews

3 of 4 people found the following review helpful:

4.0 out of 5 stars Insightful!, November 25, 2002

By 

Rolf Dobelli "getAbstract" (Switzerland) - See all my reviews
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This review is from: Performance-Driven CRM: How to Make Your Customer Relationship Management Vision a Reality (Hardcover)

Right or wrong, the customer is always the source of prosperity. Since your business depends on satisfying, keeping and increasing your customers, you'll be glad to know their happiness is in your hands. Stanley A. Brown and Moosha Gulycz describe how to start and run an effective Customer Relationship Management (CRM) program. First, understand your customer and your organization. Then, commit to improving quality, ever striving up hill. Though they stop blessedly short of saying, "just hire us," the authors/consultants explain how to use CRM techniques and measurement tools. The principles are familiar, but the detail-rich text uses visuals, questionnaires and case studies for deeper, hard-core teaching. All this nitty-gritty isn't for amateurs, so we from getAbstract know the target customers for this book: managers involved in customer relations; this door is for staff only.