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CUSTOMER RELATIONSHIP MANAGEMENT GETTING IT RIGHT


KINCAID J.

wydawnictwo: PRENTICE HALL PTR , rok wydania 2003, wydanie I

cena netto: 200.00 Twoja cena  190,00 zł + 5% vat - dodaj do koszyka

Customer Relationship Management: Getting It Right!

Summary

Build a winning CRM program one step at a time.

This book presents a complete, step-by-step blueprint for designing, implementing, and managing a successful CRM program. The former Director of HP's enterprise-wide CRM initiative shows how to identify the elements of CRM most crucial to your organization, then implement infrastructure to deliver on your key priorities, whatever they are. Through real-world case studies drawing on her extensive experience as a CRM leader and consultant, Judith W. Kincaid addresses both the managerial and technical challenges of CRM. Kincaid's authoritative process examples and detailed templates make it easier to get started-and get results.

  • Developing realistic strategic plans and roadmaps customized to your organization
  • Getting started fast, and iterating small steps to powerful success
  • Addressing all customer touchpoints: Web, e-mail, call centers, direct mail, sales contacts, tech support, and more
  • Establishing realistic expectations and metrics
  • Translating your CRM objectives into essential organizational changes
  • Designing integrated customer databases and infrastructure
  • Understanding the crucial interactions between the technical and management aspects of CRM

480 pages

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