The CRM Handbook: A Business Guide to Customer Relationship Management
Author: Jill Dyché
List Price: $39.99
Our Price: Click to see the latest and low price
ISBN: 0201730626
Publisher: Addison-Wesley Pub Co (09 August, 2001)
Sales Rank: 8,515
Average Customer Rating: 4.72 out of 5
Customer Reviews
Rating: 5 out of 5
Great read before starting CRM and as reference both
This books covers all the different flavors and dimensions of CRM and its entire lifecycle. I have been involved on all phases of a CRM lifecycle as a data architect, and I find it broad enough to help me understand the context for the entire CRM and my own piece in it. Understanding the overall CRM strategy as well as each component is important because of the dependencies between the different functional areas and between business and technology. This book is really good on explaining WHY - and therefore it helps you make decisions, plan your approach, and design your solution, whatever your role might be in a CRM project. As someone who has faced many of the issues presented in the book, I found the tips very actionable and the case studies insightful (and I just wished I had this book earlier in my career). I also found it useful to re-read the portions of the book as they relate to the phase I am working on and to help me analyze and resolve a design issue. My only caution is that you should be willing to understand business and technology and all the different business functions, and not just your own - but if you are serious about CRM, you will have to anyway.
Rating: 5 out of 5
Bridges business and technical - best book on the subject
This book is thorough, clear and filled with useful information. It's organized in two parts. Part 1 defines CRM in chapter 1 and in the next six chapters covers the reasons and issues for implementing CRM from five perspectives: (1) Marketing, (2) Customer Service/Call Centers, (3) Sales Force Automation, (4) E-business and (5) Data Analysis. The case studies, all based on real clients and situations, add life to the well written chapters on marketing, customer service and sales force automation. In addition each chapter contains nuggets of insight, clear discussion of the topic and numerous checklists and tables that you can use for your own projects.Part 2 covers delivering CRM and is structured in the logical sequence of planning, tool selection and CRM project management. Like the first part of the book the four chapters in Part 2 contain case studies, checklists and excellent advice. It is in this part of the book where you'll benefit from Jill's experience because she reveals common traps and pitfalls, and gives advice on how to deal with them or bypass them altogether.
What I like about this book is that it covers the business and technical parameters, requirements and issues. Jill's writing style makes it not only readable, but engrossing as well. She goes into considerable detail about how and why CRM is important to meeting business requirements and gives business metrics, explains differences between CRM and business intelligence, and the pro's and con's of all issues and factors. Because she covers the subject from the five perspectives I listed above this book is valuable to all possible stakeholders in a CRM project. I especially liked her use of the Porter value chain and how she leads you through the development of a business case for CRM.
If you're involved in CRM, or are in a company that is implementing ISO9001:2000 (which requires that organizations have an effective method of measuring customer satisfaction to achieve ISO certification), then this book will be your most valuable source of information. If you want to see the dark side of CRM I recomment that you also read World Without Secrets by Richard Hunter, and for more information about CRM's underlying data I strongly recommend reading Jill's first book, e-Data: Turning Data into Information with Data Warehousing.
Rating: 5 out of 5
I highly recommend this useful and valuable book
To flourish in today's competitive market an organization must have all its employees understand why the organization thrives... The simple answer is because they give their customers what they need. After working for more than 20 years in IT organizations I found this to be true at every level. You will have greater success in any endeavor by listening to, understanding, and giving your customer what they need. Learn this important lesson and practice CRM with each and every client. This book gives you everything you need to know about CRM. The role of CRM in business, definitions and examples of key terms and related applications, case studies of what has worked and what hasn't, and dozens of lists and guidelines. Jill Dyche has a knack of giving you just the right information to keep you interested without all the boring details. I recommend this book to both young and seasoned professionals alike. Similar Products
Harvard Business Review on Customer Relationship Management
The Ultimate CRM Handbook : Strategies and Concepts for Building Enduring Customer Loyalty and Profitability
The CRM Project Management Handbook: Building Realistic Expectations and Managing Risk
CRM at the Speed of Light: Capturing and Keeping Customers in Internet Real Time
Essentials of CRM: A Guide to Customer Relationship Management (Essentials Series)
Book Index