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Customer Relationship Management: Getting It Right! /
Build a winning CRM program-one step at a time. This book presents a complete, step-by-step blueprint for designing, implementing, and managing a successful CRM program. The former Director of HP's enterprise-wide CRM initiative shows how to identify the elements of CRM most crucial to your org...
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| Formato: | Electrónico eBook |
| Idioma: | Inglés |
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[Place of publication not identified] :
Pearson,
2002.
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| Edición: | 1st edition. |
| Colección: | Hewlett-Packard professional books.
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| Acceso en línea: | Texto completo (Requiere registro previo con correo institucional) |
| Sumario: | Build a winning CRM program-one step at a time. This book presents a complete, step-by-step blueprint for designing, implementing, and managing a successful CRM program. The former Director of HP's enterprise-wide CRM initiative shows how to identify the elements of CRM most crucial to your organization, then implement infrastructure to deliver on your key priorities, whatever they are. Through real-world case studies drawing on her extensive experience as a CRM leader and consultant, Judith W. Kincaid addresses both the managerial and technical challenges of CRM. Kincaid's authoritative process examples and detailed templates make it easier to get started-and get results. Developing realistic strategic plans and roadmaps customized to your organization Getting started fast, and iterating small steps to powerful success Addressing all customer touchpoints: Web, e-mail, call centers, direct mail, sales contacts, tech support, and more Establishing realistic expectations and metrics Translating your CRM objectives into essential organizational changes Designing integrated customer databases and infrastructure Understanding the crucial interactions between the technical and management aspects of CRM. |
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| Descripción Física: | 1 online resource (512 pages). |
| ISBN: | 9780130352118 013035211X |