Book Description
Market_Desc: · Senior Managers and Upper and Mid-Level Managers in marketing, relationship marketing, and customer care Special Features: · Case studies and best practice examples from PwC's global CRM practice--including FedEx, NEC, and Sears· Includes questionnaires, assessment tools, exercises, and action plans· Measurement tools are applicable to the firm's internal culture as well as external customer care· Features e-business applications--using Web tools in research and assessment; what to measure in an Internet environment· Brown is a partner in PwC's Global Customer Relationship Management Practice, an international authority on the subject of customer care, and the author of several books About The Book: This book picks up where Customer Relationship Management left off. That book laid the foundation, the vision of CRM-what it is and what it can do for your organization-whereas this book shows clearly and quantifiably how to get there and how to ensure that you stay there. Many organizations have embraced 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. It gives you the tools and techniques to measure and monitor, not for control purposes, but to help you make your vision of CRM a reality.
