Overview

Companies need a new approach - customer relationship management, or CRM - to take advantage of the Web's unique ability to capture and publish a single view of customers. How does it work? What is the best CRM strategy? Which companies have successfully implemented CRM in their business? This HOTT Guide defines CRM from different points of view; sales, marketing, customer support and technology. The book presents white papers on technology, business cases and reports sharing the major trends occurring in the CRM marketplace; interviews with experts in the CRM field; a special chapter dedicated to the implementation of CRM in call centers. Altogether, the reader will have a complete guide to Customer Relationship Management at their finger tips. Customer Relationship Management is especially aimed at those concerned with customer service management, marketing, market research, callcenter management, data architects, the sales force and service managers.

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9783528057527

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