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ISBN: 0-471-48304-4Издательство: John Wiley and Sons, Inc
Experts estimate that more than fifty percent of all Customer Relationship Management (CRM) implementations will be seen as failures from a company's viewpoint. However, implemented the right way, CRM is useful, profit-enhancing, and even vital to businesses. Focusing on the implementation of effective customer strategy and driving return (i.e., through customer insight vs. simply loyalty), CRM Unplugged demonstrates how CRM should be defined, approached, and profitably applied to any size business. CRM doesn't hinge on technology-it depends upon attracting and serving customers in more lucrative ways by changing how the collective parts of a business collaborate on customer activities. Written by two leading experts, this accessible book discusses how to consider technology as an enabler of new policies, processes, and collaboration so it plays a supporting, rather than a leading, role in CRM. CRM Unplugged offers a variety of lessons learned from...