Download Customer Relationship Management: Concepts and Technologies by Francis Buttle PDF

By Francis Buttle

Customer dating administration Third Edition is a much-anticipated replace of a bestselling textbook, together with vast revisions to convey its insurance modern with the very most up-to-date in CRM perform. The ebook introduces the concept that of CRM, explains its advantages, how and why it may be used, the applied sciences which are deployed, and the way to enforce it, supplying you with a advisor to each element of CRM on your company or your stories.

Both theoretically sound and managerially suitable, the publication attracts on educational and self sustaining examine from quite a lot of disciplines together with IS, HR, venture administration, finance, method and extra. Buttle and Maklan, in actual fact and with no jargon, clarify how CRM can be utilized in the course of the consumer lifestyles cycle levels of shopper acquisition, retention and improvement. The ebook is illustrated liberally with screenshots from CRM software program purposes and case illustrations of CRM in practice.

NEW TO THIS EDITION:

  • Updated teacher help fabrics online
  • Full color interior
  • Brand new foreign case illustrations from many settings
  • Substantial revisions all through, together with new content material on:
    • Social media and social CRM
    • Big info and unstructured data
    • Recent advances in analytical CRM together with subsequent top motion solutions
    • Marketing, revenues and repair automation
    • Customer self-service technologies
    • Making the company case and realising the advantages of funding in CRM

Ideal as a middle textbook by way of scholars on CRM or comparable classes similar to dating advertising, database advertising and marketing or key account administration, the booklet is additionally necessary to execs, managers interested by CRM courses and people pursuing expert skills or accreditation in advertising and marketing, revenues or provider management.

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Extra resources for Customer Relationship Management: Concepts and Technologies

Example text

Contact management lets users manage their communications programme with customers. Digital customer records contain customer contact histories. Contact management applications often have features such as automated customer dialling, the salesperson’s personal calendar and email functionality. Quotation and proposal generation allow the salesperson to automate the production of prices and proposals for customers. The salesperson enters details such as product codes, volumes, customer name and delivery requirements, and the software automatically generates a priced quotation.

Little or no customer research is conducted. Management makes assumptions about what customers want and/or provides visionary leadership for the market. Perhaps the most iconic example of product-orientation is Apple. Apple has created huge demand for products that customers did not know they needed, for example the iPad. Leading fashion houses tend to be product-oriented and try to establish new fashion trends rather than respond to consumer research about what should be next year’s look. However, these are exceptional.

GE, its chief competitor in aircraft engines, offers a similar service. Turning products into services, or developing combined ‘product-service systems’,17 is known as ‘servitization’. This is not a new strategy; indeed, IBM famously made a transition from selling computers to providing solutions and systems. In all such cases, the nature of the customer relationship changes. Modern operational CRM systems permit the delivery of such solutions in a cost-effective manner. Many companies use a combination of direct and indirect channels especially for sales and service functions.

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