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Stanley A. Brown, Moosha Gulycz

Performance-Driven CRM: How to Make Your Customer Relationship Management Vision a Reality

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ISBN: 0470831618
Издательство: John Wiley & Sons
Год издания: 2002
Страниц: 320
Many organizations have embraced Customer Relationship Management (CRM) as the way of the future and have invested millions of dollars in CRM technology and processes. But how effective is that investment? What should you measure to determine the value your CRM initiatives are delivering to the organization? Performance-Driven CRM shows you how to apply a balanced scorecard approach to your customer care initiatives. This practical hands-on guide provides you with the tools and techniques to measure and monitor, not for control purposes, but to help you make your vision of CRM a reality. Featuring case studies from organizations such as FedEX, NEC, and Johnson Controls, this book covers both what has to be measured in the Internet environment, as well ashow you can use Web tools as enablers for your research and assessment.