1st Edition

How to Win at CRM
Strategy, Implementation, Management

ISBN 9781498714709
Published July 13, 2017 by Auerbach Publications
220 Pages 15 B/W Illustrations

USD $75.95

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Book 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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Seth Kinnett

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Author - Seth J. Kinnett

Seth J. Kinnett

Adjunct Industry Associate Professor, Illinois Institute of Technology
Chicago, Illinois, United States

Learn more about Seth J. Kinnett »