How to Win at CRM: Strategy, Implementation, Management, 1st Edition (Hardback) book cover

How to Win at CRM

Strategy, Implementation, Management, 1st Edition

By Seth Kinnett

Auerbach Publications

220 pages | 15 B/W Illus.

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Hardback: 9781498714709
pub: 2017-07-13
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eBook (VitalSource) : 9781315119700
pub: 2017-07-28
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Description

This book provides clarity and guidance on effective strategy, implementation and management of CRM. It explores both the conceptual and cultural context of CRM initiatives along with the particulars of CRM system implementation and management. In order to provide this clarity, it surveyed the existing academic publications surrounding CRM, sales force automation, and related topics within information systems literature. The book supplements this research with insights from CRM experts to provide a robust picture of the CRM landscape and how to improve it no matter what role you play within your organization. This book is for everyone who wants to achieve CRM success.

Table of Contents

There’s Something about CRM. Salesperson Resistance. Culture of Success. Understanding CRM Adoption. Business-IT Alignment. Positioning the Technology Division. Developing a CRM Governance Model. Partners, Vendors, and Hosted Solutions. The Business Analysis Function. The Customization Debate. Integration. Keeping the Mind in Mind. Understanding User Involvement. User Education. Big Data, Stewardship, and Analytics. Support. Understanding Extended and Post-Adoptive Use. Ongoing and Future Initiatives. Making CRM Successful.

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Subject Categories

BISAC Subject Codes/Headings:
BUS018000
BUSINESS & ECONOMICS / Customer Relations
BUS083000
BUSINESS & ECONOMICS / Information Management
COM051230
COMPUTERS / Software Development & Engineering / General