Kristin Anderson and Carol Kerr
Customer Relationship Management
McGraw-Hill, 2002
What's inside?
Businesses hear from only 4% of their unhappy customers. What happens to the rest?
Recommendation
Despite the tens of millions dollars now being invested in new customer relationship management solutions, customer satisfaction with service dropped almost eight percent from 1994 to 2000, according a study by the University of Michigan’s business school. Consultants Anderson and Kerr suggest some reasons why: a failure to distinguish between CRM strategy and CRM technology and a tendency to view meaningless data as useful information. getAbstract highly recommends this concise and thorough examination of CRM to all managers and students of business.
Summary
About the Authors
Kristin Anderson is president of the consulting firm, Say What? She is author of Great Customer Service on the Telephone, and four volumes in the Knock Your Socks Off Service series. Carol Kerr is president of VisionResearch, an organizational-effectiveness consulting group. Her clients include Motorola. She is a frequent guest lecturer at the University of Texas at Austin.
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