CRM Unplugged: Releasing CRM′s Strategic Value - Tapa dura

Reseña del editor

Building and maintaining a customer-centered enterprise cost-effectively is a hot topic and key business issue. This book provides the definitive work on how to derive return from investment. It shows readers strategies for successful CRM implementation into a company, and how to achieve a good ROI through CRM, and also details best practices.

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Praise for CRM Unplugged

"The authors supply countless examples of companies that have successfully implemented CRM, and show us the way to do the same."
–Philip Kotler
author of Marketing Insights from A to Z

"CRM is no silver bullet, but it is a golden opportunity for companies that take the time to integrate CRM tools with their own source of competitive advantage. This book outlines the steps that need to be taken to achieve success. I highly recommend it."
–Al Ries
coauthor of The Origin of Brands

"Turk and Bligh understand that Customer Relationship Management is not a software category; it’s about supporting competitive advantage, enforcing demand-driven business processes, and applying continuous customer information and analytics to create long-term ROI. This no-nonsense guide describes the larger scope and context of CRM beyond sales, marketing, and customer service, and provides real-world examples and methodologies for making sense of the real goals of customer relationship management."
–Laura Preslan
Research Director, AMR Research

"CRM Unplugged is an excellent summary of how to approach a customer strategy within a company. I wish the book had been in print before we embarked on a major technology initiative in 2003. It would have been very useful for our executive team, and some of the mistakes we made could have been prevented."
–Jim McKnight
CEO, AutoTrader.com