The CRM Handbook: A Business Guide to Customer Relationship Management (Addison-Wesley Information Technology)

• CRM techniques for enhancing customer service, sales force effectiveness, and marketing strategy.
• Expert guidance on staffing CRM projects and choosing CRM vendors.
• Includes "Checklist for Success" best practices for the entire project lifecycle.

To compete effectively, today's organizations seek to become customer-focused, not product-focused. Customer Relationship Management (CRM) technology promises to help your enterprise do just that -- but implementing CRM presents unprecedented challenges throughout the organization. In The CRM Handbook, leading CRM expert Jill Dyché concise, to-the-point best practices for making CRM work. Jill Dyché begins by introducing CRM's value proposition, and demonstrating how it can significantly enhance the customer's experience. She explains why customer service is central to most CRM deployments, and provides benchmarks you can compare each of your customer touchpoints against. Dyché shows how CRM goes beyond managing customer leads to sharing customer knowledge; how CRM changes the customer's role in B2B and B2C supply chains; and how to use new "analytical CRM" techniques to make smarter strategic decisions. The CRM Handbook contains extensive coverage of planning and deploying CRM, including gauging complexity, choosing tools and vendors, staffing CRM projects, overcoming implementation roadblocks, and much more. An essential resource for every manager involved with -- or considering -- a CRM implementation.

Jill Dyché is principal consultant with Baseline Consulting Group, which provides management consulting & technology implementation services to Fortune 500 companies. She has recently spearheaded several of Baseline Consulting's projects centered on CRM implementation and readiness. A frequent speaker at CRM and e-Business conferences and user groups, she is author of e-Data: Turning Data Into Information With Data Warehousing (Addison-Wesley).