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Description of Customer Relationship Management

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 definition of CRM and describes the elements of the total customer experience, focusing on the front-end organizations that directly touch the customer. This book shows you how to identify the elements of CRM that are most important for your organization, how to determine your specific requirements and how to implement the infrastructure necessary to support your top priorities. Kincaid has the book organized around a process that can be used to achieve real results. Readers will immediately benefit from having a clearer understanding of the scope and limits of what they can expect from a CRM program and from having a clear set of process steps that will help them begin their CRM implementation journey.

Title Information

ISBN:

9780130352118

Pages:

512 pages

Format:

Paperback

Product Code:

160756

Publisher:

Pearson Professional Education

Published:

13/02/2003

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About Judith W. Kincaid

JUDITH W. KINCAID is President of JK Associates LLC, a consulting firm specializing in CRM and CRM strategy. Before founding JK Associates, she served as Director, Customer Relationship Management Services at Hewlett-Packard. There, she was responsible for setting the strategic direction for B2B and consumer CRM Services within HP; ensuring that customer perspectives were fully reflected in HP's CRM programs; designing, building, and managing common CRM infrastructure components; and developing and managing HP's Customer Privacy Program.