The book introduces the concept of CRM, explains its benefits, how and why it can be used, the technologies that are deployed, and how to implement it, providing you with a guide to every aspect of CRM in your business or your studies. Both theoretically sound and managerially relevant, the book draws on academic and independent research from a wide range of disciplines including IS, HR, project management, finance, strategy and more. Buttle and Maklan, clearly and without jargon, explain how CRM can be used throughout the customer life cycle stages of customer acquisition, retention and development. The book is illustrated liberally with screenshots from CRM software applications and case illustrations of CRM in practice.
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This article is an orphan , as no other articles link to it. Please introduce links to this page from related articles ; try the Find link tool for suggestions. He is author of more than peer-reviewed scientific papers and 14 books which have been cited over 14, times earning him an h-index of Hons , University of Lancaster M. He worked in a number of private sector roles before becoming a university academic.
His research interests ranged across services marketing, CRM, hospitality marketing, service quality, business-to-business relationships, word-of-mouth, complaints management and merchandising. Buttle is probably best known for his development of the discipline of "Customer relationship management" CRM , a strategic business practice that aims to build and maintain long-term mutually beneficial relationships with customers or other stakeholders.
Buttle has researched, taught and consulted widely on CRM, marketing and customer service. Buttle taught CRM and related subjects in universities on three different continents. Buttle has a love of music and has played guitar and sung in a number of rock and blues-oriented bands. Buttle currently lives and operates a customer management consulting company in Sydney , Australia, providing consulting, management development and mentoring services to for-profit and not-for-profit organisations.
Understanding the importance of Buttle’s CRM value chain model
The author introduces the four types of Customer Relationship Management and the seven-step process to develop a CRM strategy for any organization. CRM Strategy is a new topic in this new version of the book. I think the author did well in the organization of the topics and explaining the concepts and steps to develop strategies that will help companies to acquire new customers and develop a long-term relationship with them. Buttle explained a seven step process to develop a CRM strategy for a specific project. A couple of tools to help in this step are the comprehensive model of CRM and the customer strategy cube. This step answers the questions "Where are we now?
Customer Relationship Management
This article is an orphan , as no other articles link to it. Please introduce links to this page from related articles ; try the Find link tool for suggestions. He is author of more than peer-reviewed scientific papers and 14 books which have been cited over 14, times earning him an h-index of Hons , University of Lancaster M.