Book description
For undergraduate/graduate-level courses in Quantitative Measurement and Consumer Behavior.
Cutting-edge in perspective, this text presents innovative proven methods for determining whether a Customer Relationship Management (CRM) strategy for changing the way a company provides service (by adding new technology, processes, and procedures) will realize the return on the investment projected. Throughout, students see through measurable data-containing examples how CRM theory is applied with great success by various real-life companies. They learn 1) the scientific reasons why people resist change, 2) a process to deal with it (Successful People Process SSP™) and a process to measure the results in an on-going manner, and 3) how to tie those measure results to the bottom-line (SP3M™).
Table of contents
- Copyright
- Foreword
- Acknowledgments
- Preface
- About the Authors
- Operational CRM— Accessibility
-
Analytical CRM—Measuring People, Process, and Technology
- Why Should You Measure Customer Service?
- Customer Lifetime Value Calculations
- Benchmarking Your CRM Center
- Measuring People Who Provide Service
- The ROI of Training that Impacts the Bottom Line
- Using Technology the Smart Way: ROI of Improved Customer Service by an Airline
- Measuring Process: Promises, Promises—Service Level Letdowns versus SP3M™
- Technology that Optimizes CRM
- References
Product information
- Title: Customer Relationship Management: The Bottom Line to Optimizing Your ROI
- Author(s):
- Release date: December 2001
- Publisher(s): Pearson
- ISBN: 9780130990693
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