Summary of Customer Relationship Management

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Rating

9 Overall

9 Applicability

8 Innovation

8 Style

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.

In this summary, you will learn

  • The fundamental principals of Customer Relationship Management (CRM);
  • The benefits of adopting a CRM strategy, and
  • How to create and implement a CRM strategy for your organization.
 

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.

 

Summary

Calling All Customers!
Some companies seem to be great at attracting customers, but not so good at keeping them. When you consider the fact that it’s at least five times more expensive to find a new customer than to sell more to an old one, the importance of keeping the customers you ...

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