Though in the early 1990s CRM was very promising, yet its failures made several managers doubt its effectiveness. However, a decade later, there is a huge change in CRM results with success stories and good results. This book will give readers a better understanding of the CRM strategy process and the factors that need to be taken care of to ensure its success. The articles here cover important aspects of CRM and the applications help the reader understand the manner in which CRM can be applied across various industries. Contributors to this book include leading consultancy firms like BCG and CRM experts like Patricia Seybold. This book comprises CRM strategies, applications across several industries such as paper, pharmaceutical, insurance, educational institutions, banking and the entertainment industry. Case studies on the Paper, pharmaceutical, insurance, educational institutions, banking and the entertainment industry also have a significant place in this book. This book is useful to students, teachers and professionals in this field.
There are no reviews yet.