Description

About the Book

Customer relationship management (CRM) is a number of strategies and technologies that are used to build stronger relationships between companies and their customers. The whole concept of this book is designed in ten chapters. The very first chapter introduces the concept of Customer Relationship Management (CRM) explaining role of CRM market development and the reasons for adopting CRM. Second chapter discusses the use of CRM system in public sector and explains how CRM technologies increase efficiency and effectiveness of government. Third chapter reviews the key issues in CRM measurement and data analysis while fourth chapter focuses on a CRM strategy and steps in implementation of CRM programmes in the emerging market. Fifth chapter examines CRM project planning and explains how effective customer retention programs are enabled by CRM analytical solution while sixth chapter examines the role of the three components of CRM architecture and impact of social media technology and enterprise relationships marketing in building good customer relationships. Seventh chapter identifies a core group of expected CRM benefits and examines their ability to increase a firm’s value equity, brand equity and relationship equity however eighth chapter describes in a nutshell, how CRM-focused enterprises mobilize the entire company to better serve customers, locking in long-term relationships that benefit both buyer and seller. Ninth chapter explores the association between deployment of CRM best practices and loyalty of profitable customers in scheduled commercial banks of India with respect to retail banking segment while last chapter describes the research concentrating on the CRM, KM and, subsequently, CKM process level. 

About the Author

Thomas Erickson is an interaction designer and researcher whose approach to systems design is shaped by work in marketing, architecture, and urban design. He has contributed to the design of a number of products and authored about 10 publications on topics ranging from personal electronic notebooks to pattern marketing and knowledge management. Originally trained as a cognitive psychologist at the University of California, San Diego, he spent five years at a startup company, nine years at Apple Research, and finally joined IBM in 1997 as a research staff member. His primary aim is to study and design systems that support network mediated group interaction.