CRM Books

Experiential Marketing

2007-08-09T13:24:00.001-07:00

This book is about moving beyond traditional "features-and-benefits" marketing. Inside you will find a revolutionary approach to marketing for the branding and formation age. It's about showing how managers can create holistic experiences for their customers through brands that provide sensory, affective, and creative associations as well as lifestyle marketing and social identity campaigns.

SAP CRM Interview Questions, Answers, and Explanations: SAP Customer Relationship Management Certification Review

2007-07-23T09:02:00.001-07:00

First, and frankly the most important thing to understand about interview questions books is that they help you save time. These books help you understand what deserves your attention and further reading, and what does not. These books help you understand what you need to learn, and what you can safely ignore. As an SAP consultant you can spend several hours each week, if not every day, learning about SAP.

mySAP CRM: The Offcial Guidebook to SAP CRM Release 4.0

2007-07-23T08:59:00.003-07:00

SAP has recently been pushing hard its mySAP, in part to reach a larger market. Here, we see the buildout of its CRM version 4. Replete with many use cases [examples] to help the reader gain expertise. One case is to generate a repair order. The screen capture for this example depicts a GUI that is rich in many options that the reader might need for her situation.

The CRM Handbook: A Business Guide to Customer Relationship Management

2007-07-23T08:59:00.001-07:00

Smart Marketing -Segmenting Customers for Successful Acquisition & Retention

2007-07-12T06:31:00.001-07:00

Author: Russ Lombardo

Info: In his new book, Russ Lombardo answers questions marketers need to know about how to produce successful, personalized marketing programs for acquiring and retaining more customers,...

High Performance Marketing: Bringing Method to the Madness of Marketing

2007-07-12T06:28:00.001-07:00

Author: Naras V. Eechambadi

Info: In his book, Dr. Eechambadi gives marketers essential tools to drive high performance in today's "pressure-cooker" environment. Specific chapters detail a powerful six-point...

Building Great Customer Experiences

2007-07-12T06:27:00.001-07:00

Author: Colin Shaw, John Ivens

Info: This book explains how marketers, and organizations overall, need to be thinking to win today. It covers just why the Customer Experience is re-emerging onto centre stage,...

Strategic Database Marketing

2007-07-12T06:26:00.011-07:00

Author: Arthur M. Hughes

Info: In today's Web-wired, point and click world, your customers have been empowered. They scream for exactly what they want - and how, and when, and why, and where! Marketers...

Managing the Customer Experience: Turning Customers into Advocates

2007-07-12T06:26:00.009-07:00

Author: Shaun Smith, Joe Wheeler

Info: Customer Satisfaction is no longer enough. 80% of customers who switch suppliers express satisfaction with their previous supplier. To lead the market companies need customers...

Exploiting CRM: Connecting with Customers

2007-07-12T06:26:00.007-07:00

Author: Patrick Molineux

Info: It's time to rethink customer relationship management (CRM) - not as a discrete technology strategy, or as a stand-alone marketing tool. Increasingly demanding customers...

Managing High-Tech Services Using a CRM Strategy

2007-07-12T06:26:00.005-07:00

Author: Donald F. Blumberg

Info: Simply stated, CRM is at the core of any customer-focused business strategy and includes the people, processes, and technology associated with marketing, sales, and service....

Customer Relationship Management: Getting It Right!

2007-07-12T06:26:00.003-07:00

Author: Judith W. Kincaid

Info: This book tells you how to build a successful CRM program. Starting with a brief review of the state of the marketplace as we entered the 21st century, it provides a working...

The Sales and Marketing Excellence Challenge: Changing How the Game Is Played

2007-07-12T06:26:00.001-07:00

Author: Jim Dickie and Barry Trailer

Info: Businesses across all industries are recognizing that in order to deal with the pressures of the marketplace today, they need to make fundamental changes in the way they market...

The CRM Handbook: A Business Guide to Customer Relationship Management

2007-06-19T11:30:00.002-07:00

As the thinkers have said, you should strive in all situations to know yourself and know your enemy. Most of history's great thinkers, however, were not in business. In business, you have to know your customer and understand how your company interacts with him or her. The current term for this is customer relationship management (CRM), and The CRM Handbook is the best textbook for managers on the mechanics of CRM. It's a standout in a field that's filled with squishy books that go on at length about how important CRM is, but which lack details. Jill Dyche provides lots of factual information, real case studies, carefully considered commentary, and reasoned criteria with which to evaluate CRM products and strategies. Though you'll certainly want to supplement Dyche's work with vendors' product literature and implementation proposals, you'll get a lot from her carefully researched book.

Dyche devotes some of her (fairly slender) volume to CRM background information but quickly gets to the issues that managers confronted with CRM decisions need to consider. She makes great use of bulleted lists, scorable quizzes, and checklists (sections about what questions to ask vendors, and why, are particularly good) that you can use right now to gauge any organization's suitability to CRM and determine how they need to change in order to get the most out of their systems. --David Wall

Topics covered: Customer relationship management (CRM)--as a business practice and as a set of technologies--explained for managers and corporate planners. CRM fundamentals, CRM product selection, and internal promotion of CRM are all covered well.

mySAP CRM Interaction Center

2007-06-19T11:30:00.001-07:00

First, learn about the technical principles of IC WinClient, IC WebClient and IC Management, including an introduction to the architecture and framework. The book focuses on customizing and enhancing basic functions, master data and transaction integration, as well as communication channels and customer-specific alerts. Highly detailed examples, used throughout the book, can be easily emulated - to the benefit of your own projects.

Based on actual projects that extend across various industries, business processes and company sizes, concrete business scenarios illustrate the technical aspects of customizing. Valuable insights on mySAP CRM Interaction Center usage options are guaranteed to benefit you, even if you have already implemented. Highlights Include:

Architecture and Design: Components, Business Scenarios and Processes

Technical Principles: IC WinClient, IC WebClient, IC Management

Customizing and Enhancement Options: Action Box, Transaction Starter, Workspaces, Invisible Components, Business Partner Search, Information Sheet, Alerts, ERMS

Collaborative Customer Relationship Management : Taking CRM to the Next Level

2007-06-19T11:30:00.000-07:00

Driven by rapidly changing business environments and increasingly demanding consumers, many organizations are searching for new ways to achieve and retain a competitive advantage via customer intimacy and CRM. In this context, new strategic frameworks and cooperation with everybody along the whole value chain are needed to allow managers to deal with the changes in shopping patterns of consumers. This book presents a new strategic framework that has been tested successfully with various global companies. New management concepts such as Collaborative Forecasting and Replenishment, CRM, Category Management, and Mass Customization are integrated into one holistic approach with a view to jointly develop customer bonding and loyalty. Experts from companies like McKinsey, Procter&Gamble, Accenture, and AC Nielsen, as well as authors from renowned academic institutions, offer valuable insights on how to redesign organizations for the future.

Managing Customer Relationships: A Strategic Framework

2007-06-08T08:34:00.001-07:00

Book Description
In today's competitive marketplace, customer relationship management is critical to a company's profitability and long-term success. To become more customer focused, skilled managers, IT professionals and marketing executives must understand how to build profitable relationships with each customer and to make managerial decisions every day designed to increase the value of a company by making managerial decisions that will grow the value of the customer base. The goal is to build long-term relationships with customers and generate increased customer loyalty and higher margins. In Managing Customer Relationships, Don Peppers and Martha Rogers, credited with founding the customer-relationship revolution in 1993 when they invented the term "one-to-one marketing," provide the definitive overview of what it takes to keep customers coming back for years to come.

Presenting a comprehensive framework for customer relationship management, Managing Customer Relationships provides CEOs, CFOs, CIOs, CMOs, privacy officers , human resources managers, marketing executives, sales teams, distribution managers, professors, and students with a logical overview of the background, the methodology, and the particulars of managing customer relationships for competitive advantage. Here, renowned customer relationship management pioneers Peppers and Rogers incorporate many of the principles of individualized customer relationships that they are best known for, including a complete overview of the background and history of the subject, relationship theory, IDIC (Identify-Differentiate-Interact-Customize) methodology, metrics, data management, customer management, company organization, channel issues, and the store of the future.

One of the first books designed to develop an understanding of the pedagogy of managing customer relationships, with an emphasis on customer strategies and building customer value, Managing Customer Relationships features:

Pioneering theories and principles of individualized customer relationships

An overview of relationship theory

Contributions from such revolutionary leaders as Philip Kotler, Esther Dyson, Geoffrey Moore, and Seth Godin

Guidelines for identifying customers and differentiating them by value and need

Tips for using the tools of interactivity and customization to build learning relationships

Coverage of the importance of privacy and customer feedback

Advice for measuring the success of customer-based initiatives

The future and evolution of retailing

An appendix that examines the qualities needed in a firm's customer relationship leaders, and that provides fundamental tools for embarking on a career in managing customer relationships or helping a company use customer value as the basis for executive decisions

The techniques in Managing Customer Relationships can help any company sharpen its competitive advantage.

Download Description
In today's competitive marketplace, customer relationship management is critical to a company's profitability and long-term success. To become more customer focused, skilled managers, IT professionals and marketing executives must understand how to build profitable relationships with each customer and to make managerial decisions every day designed to increase the value of a company by making managerial decisions that will grow the value of the customer base. The goal is to build long-term relationships with customers and generate increased customer loyalty and higher margins. In Managing Customer Relationships, Don Peppers and Martha Rogers, credited with founding the customer-relationship revolution in 1993 when they invented the term "one-to-one marketing," provide the definitive overview of what it takes to keep customers coming back for years to come.

The CRM Handbook: Ch. 7, Planning Your CRM Program

2007-06-05T11:21:00.000-07:00

When launching a visible and wide-ranging program like CRM it's only a matter of time before a high-ranking executive inquires, "So how much money have we spent on this CRM thing, and what have we gotten in return?" The degree to which your CRM program has been deliberately planned and executed is the degree to which you'll have a slam-dunk answer to this question.

There are three possible financial outcomes for any CRM program:

Increased profits
Break-even
Lost revenue
Unfortunately, it's difficult to quantify how much additional profit is generated or money saved via CRM. Unlike more straightforward operational systems that deliver both defined outcomes and quantifiable improvements, CRM often fosters unprecedented business practices that are by their very nature not measurable. Comparing new sales channels like the Web to traditional channels invites apples-to-oranges debates. Furthermore, unlike its more technology-specific counterparts, CRM often delivers ROI that is both hard and soft.

From a soft return standpoint, CRM can deliver significant payback that's nevertheless difficult to quantify. Enhanced employee satisfaction, cultural and workplace improvements, perceived technology leadership and amplified market reputation are examples. Even concepts such as customer loyalty and customer satisfaction, both crucial to business success, are difficult to measure. A March 2000 CRM study conducted by META Group/IMT revealed that ninety percent of the fifty largest CRM user companies admitted being unable to quantify a return on their CRM initiatives.

For some companies, simply knowing that after deploying CRM their sales figures exceeded the industry average is enough. For others, the inevitable executive questions loom large--large enough to mandate tangible benefits.

From a hard ROI perspective, CRM can truly result in revenue or cost savings via the following quantifiable metrics:

A. More efficient customer-focused business processes
B. Decreased customer attrition
C. Increased sales

Open Source CRM Learning Guide

2007-06-05T11:18:00.000-07:00

Welcome to the Open Source CRM Learning Guide from SearchCRM.com. Here you'll find resources to help you better understand and leverage open source as it applies to your own CRM strategy. From an introduction by Bernard Golden to definitions for open source-related terms to understanding the innovations in tools and technology, this is your best resource for getting up to speed quickly on the open source trend.

Why CRM Doesn't Work: How to Win by Letting Customers Manage the Relationship

2007-06-01T07:21:00.001-07:00

Why CRM Doesn't Work: How to Win by Letting Customers Manage the Relationship

de Frederick Newell - 2003 - 256 páginas

Companies ask for my preferences and I tell them what I want from them. Still,
each offer is more meaningless than the last. Why doesn ‘t your so-called CRM ...

The Crm Project Management Handbook: building realistic expectations and managing risk

2007-06-01T07:20:00.000-07:00

The Crm Project Management Handbook: building realistic expectations and managing risk

de Michael Gentle - 2002 - 227 páginas
There are at least books on Customer Relationship Management (CRM), whose basic
message goes something like this (fill in with the theme music from Star ...

Crm in Financial Services: A Practical Guide to Making Customer Relationship Management Work

2007-06-01T07:19:00.000-07:00

Crm in Financial Services: A Practical Guide to Making Customer Relationship Management Work

de Bryan. Foss, Merlin Stone - 2002 - 480 páginas

CUSTOMERS This part focuses on issues related to wealth management, one of the
supposedly hot topics of CRM in financial services, but one conspicuous for ...

CRM: Redefining Customer Relationship Management

2007-06-01T07:18:00.000-07:00

CRM: Redefining Customer Relationship Management

de Jeffrey Peel - 2002 - 217 páginas
And communication—effective communication across all customer touch-points—is
what, increasingly, customer relationship management (CRM) is all about.

CALL CENTER AND CUSTOMER SERVICE

2007-05-14T18:42:00.000-07:00

CALL CENTER AND CUSTOMER SERVICE

This section of SearchCRM.com's Bookshelf includes excerpts from call center and customer service books. You'll find advice from expert authors to help you manage your call center and provide better customer service.

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GENERAL CRM

2007-05-14T18:40:00.000-07:00

GENERAL CRM

This section contains excerpts from all CRM-related texts, with advice from expert authors to help you manage CRM and use specific vendor software.

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Marketing Mind Prints

2007-05-14T18:39:00.001-07:00

Marketing Mind Prints -edited by Philip J. Kitchen - 2004

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Consumer Insight

2007-05-14T18:38:00.003-07:00

Consumer Insight: How to use data and market research to get closer to your customer - edited by Merlin Stone, Bryan Foss, Alison Bond and Steve Wills - 2004

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The Future of Competition

2007-05-14T18:38:00.001-07:00

The Future of Competition- Co-Creating Unique Value with Customers - by C.K. Prahalad and V. Ramaswamy - 2004

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CRM at the Speed of Light

2007-05-14T18:37:00.000-07:00

CRM at the Speed of Light - Essential Customer Strategies for the 21st Century - by Paul Greenberg - 2004

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Customer Advisory Boards

2007-05-14T18:36:00.002-07:00

Customer Advisory Boards: a strategic tool for customer relationship building - by Tony Carter - 2003

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Customer Relationship Management

2007-05-14T18:36:00.001-07:00

Customer Relationship Management: Perspectives from the Marketplace - by Simon Knox, et al - 2003 - includes case studies

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The CRM Handbook

2007-05-14T18:35:00.000-07:00

The CRM Handbook: A Business Guide to Customer Relationship Management - by Jill Dyche - 2002 - includes case studies

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The Experience Economy

2007-05-14T18:34:00.000-07:00

The Experience Economy: Work is Theatre & Every Business a Stage -by Pine and Gilmore - 1999

The authors argue that providing customers with a memorable experience, along with a useful product at a reasonable price, will become a key differentiator for companies striving to avoid the commoditization of their services.

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Why We Buy: The Science of Shopping

2007-05-14T18:33:00.000-07:00

Why We Buy: The Science of Shopping -by Paco Underhill - 1999

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The Loyalty Effect

2007-05-14T18:32:00.000-07:00

The Loyalty Effect:

The hidden force behind growth, profits, and lasting value - by Frederick Reichheld - 1996

Reichheld's work at Bain & Co. led him to publish findings suggesting that differences in the performance of insurance brokers were better explained by examining customer loyalty and retention than by market share, unit cost and scale.

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