Customer Relationship Management by Neil Jones - Bookswagon
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Customer Relationship Management

Customer Relationship Management


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About the Book

Drawing extensively on case studies, this is a practical manual that examines trends and best practice in the application of the concept and principles of customer relationship management (CRM) in a financial services context. It stresses the importance of understanding the needs, expectations and aspirations of customers as a basis for building a relationship which adds value to the customer whilst being at least potentially profitable to the financial services supplier. In the long run, the winners in an increasingly competitive environment are likely to be those financial institutions which can build successful long-term relationships with customers in which the customers feel they are getting an added value service that they are willing to pay for. This book should help the reader demonstrate an understanding of the concept, important benefits and principles of CRM within the context of a financial services marketing strategy, explain the role of CRM within a customer quality strategy within a financial services organization and plan and apply strategies for meeting customer needs cost-effectively using a range of delivery channels.

Table of Contents:
What is CRM?; where CRM fits in with strategy; historical development; CRM in financial services; implications of CRM; why CRM initiatives fail; understanding customers; collecting information; building relationships; CRM and IT; developing a strategy; planning the programme; implementing a CRM; change management; continuing improvement.


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Product Details
  • ISBN-13: 9780852976098
  • Publisher: Financial World Publishing
  • Publisher Imprint: Financial World Publishing
  • Height: 246 mm
  • Width: 189 mm
  • ISBN-10: 0852976097
  • Publisher Date: 25 Oct 2004
  • Binding: Paperback
  • Weight: 570 gr


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