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Customer Relationship Management (The Briefcase Book Series)

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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.

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