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Practical Guide to CRM
This book shows how CRM (customer relationship management) technology is designed to collect, store, and analyze data about customers, in order to optimize marketing, sales, and customer service - as well as back-office operations and new product development. The author explains how CRM starts out as a means of linking the different customer-facing
functions in a company, and how it ends up changing the way the entire company thinks about customers: who they are, what they want and how they can be better served.
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