Before implementing any serious CRM effort, grab a copy of Dick Lee's book and prepare yourself for a few surprises.
Book Description
Aside from its clarity and comprehensiveness, what sets “Strategic CRM” apart is Lee’s powerful belief that CRM is about interaction between customers and companies, not something that happens in a vacuum such as reengineering work processes for internal purposes or just installing CRM software. His many years’ experience as a true strategic consultant, a rare attribute among CRM specialists, provides the insight and experience to lead you through development of customer-centric strategies – which define the desired interactions. Then, his equally long experience in workflow and process design, a result of Lee’s understanding that customer-centric marketing is expressed through workflow and process rather than promotional communication, helps you restructure your activities around customer interaction. And finally, his intimate knowledge of not just CRM software, but the vendors themselves, will help you resist sales pressure and select the best software to support customer interaction. “Strategic CRM” gives you the whole package.
Best of all, every component of “Strategic CRM” has been tested and retested in Dick Lee’s street-level consulting with the likes of 3M Company, American Express, GE, Microsoft as well as many middle market and smaller businesses. And through his previous books and the numerous training sessions Lee conducts internationally, the four-step implementation approach in “Strategic CRM” is becoming a global standard. As Dickie says, this is “must have” material for every CRM implementer.
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