Preface
It is with great pleasure that I introduce the first edition of CRM Automation. Over the past 17 years, I have had the pleasure of working with more than 300 enterprise-class customer relationship management (CRM) deployments. This book attempts to share the lessons learned.
The book contains 27 chapters that include:
A definition of CRM;
A description of the people, process, and technology issues that impact CRM;
“How to” chapters on creating CRM strategy, putting together your CRM value proposition and Business Case, writing your CRM system specification document, selecting your CRM software vendor, and addressing CRM security risks;
Discussions on the significance of data integrity, the role of e-business, e-marketing, e-service, knowledge ...
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