When executives hear the term “customer relationship management” (CRM), they often break out in a cold sweat amid visions of six- or seven-figure implementations of staggeringly complex systems. But have no fear, you won’t stumble over such looming obstacles in James G. Barnes’s book. Rather he chooses an old-fashioned approach to CRM: actually building relationships with your customers. Barnes provides a variety of techniques to accomplish this basic task. Some of his suggestions are fresh and inspired, while others will sound pretty familiar to anyone in business. Either way, he documents them with his own thorough research and insightful accounts from other writers. Some readers will miss the nuts-and-bolts technical analysis that has come to define the modern concept of CRM, but getAbstract recommends this book to executives, marketing professionals and customer service managers who want to get back to traditional business values.
In this summary, you will learn
- What you can do to build and maintain relationships with your customers;
- How to create a unified customer-relationship-oriented culture throughout your organization;
- How to determine what your customers want from you; and
- How to give your customers more than they expect.
About the Author
James G. Barnes, Ph.D., is a professor of marketing at Memorial University in Newfoundland, Canada. He co-founded a market research company, and is executive vice-president and former chairman of a marketing communication and information company. He has written six books, including the best-selling textbook, Fundamentals of Marketing.