The ultimate CRM handbook: strategies and concepts for building enduring customer loyalty and profitability

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McGraw-Hill, 2003 - Business & Economics - 353 pages
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sA hands-on guidebook from Accenture for building a globally responsive, customer-driven enterprise

As the dust settles from the most recent round of CRM projects, companies are increasingly finding that their efforts havenot delivered anticipated benefits. In The Ultimate CRM Handbook, influential thought leaders from Accenture discuss why CRM has failed to live up to expectations and what companies can do to improve the bottom-line return on CRM investments.

More than 30 chapters and in-depth case studies on many leading companies give managers and senior executives alike the high-level perspective needed to build lasting, profitable bonds with their customers. They also provide techniques companies can use to:

  • Establish more effective interactions with their customers
  • Build lasting brand loyalty
  • Dramatically improve the efficiency of their sales, marketing, and customer service operations

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Contents

The New CRM Imperative
4
Setting the Strategy
11
of NextGeneration CRM
30
Copyright

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About the author (2003)

John G. Freeland is the global managing partner of Accenture's Customer Relationship Management (CRM) service line and a member of the Accenture Executive Committee. As a respected thought leader in the area of CRM, Freeland advises companies on creating profitable customer relationships and superior brand value and directs the worldwide growth and market leadership of Accenture's CRM business. In over two decades with Accenture, he has held a variety of leadership positions within the firm and has led the development of innovative CRM business strategies and new market-making opportunities across a host of diverse industries. These have included innovative cosourcing arrangements focused on dramatically improving the quality and cost structure of customer sales and service operations for Accenture clients.

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