by Kristin Anderson (Author), Carol Kerr (Author)

This reader-friendly series is must read for all levels of managers

All managers, whether brand-new to their positions or well established in the corporate hierarchy, can use a little brushing-up now and then. The skills-based Briefcase Books Series is filled with ideas and strategies to help managers become more capable, efficient, effective, and valuable to their corporations.

As customer loyalty increasingly becomes a thing of the past, customer relationship management (CRM) has become one of today's hottest topics. Customer Relationship Management supplies easy-to-apply solutions to common CRM problems, including how to maximize impact from CRM technology, which data warehousing techniques are most effective, and how to create and manage both short- and long-term relationships.

Back Jacket

Tips and Tools for Creating--and Sustaining--Profitable, Long-Term Customer Relationships

In today's impersonal, arms-length marketplace, customer loyalty is rapidly becoming a thing of the past. Customer Relationship Management brings it back to the foreground, providing easy-to-apply solutions and strategies for establishing meaningful bonds with your customers and turning them into reliable, lifelong partners. This latest addition to McGraw-Hill's successful Briefcase Books series provides you with:

• Practical advice for choosing and implementing a CRM strategy
• A review of database tools for capturing--and managing--valuable customer information
• Proven techniques for translating an effective CRM strategy to the e-commerce environment

Even as markets change, effective customer relationship management remains a question of knowing your customers, understanding their wants and needs, and establishing long-term, mutually beneficial relationships. Let Customer Relationship Management supply you with easy-to-apply solutions to your everyday CRM questions, and show you how to design a CRM approach that is responsive, flexible, and personalized to each customer.

Briefcase Books, written specifically for today's busy manager, feature eye-catching icons, checklists, and sidebars to guide managers step-by-step through everyday workplace situations. Look for these innovative design features to help you navigate through each page:

• Clear, concise definitions of CRM terms and jargon
• Tips for being smart when managing difficult customer situations
• How-to hints of the pros for smooth, successful CRM efforts
• Practical advice to avoid mistakes when dealing with customers
• Warning signs for where things could go wrong
• Case studies of how others have achieved successful CRM
• Specific procedures for implementing CRM strategy

Author Biography

Kristin L. Anderson (Minneapolis, MN) is a customer service consultant. Carol J. Kerr (Austin, TX) is a learning solutions consultant with Motorola.

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