Fortunately significant progress has been made in the field of service recovery in the last few years. Handling complaints and resolving problems then become important activities to retain customers and to avoid undesirable outcomes such as negative word-of-mouth. Almost all "moments of truth" service encounters are vulnerable to breakdowns.
This CRM 'bible' provides vision in establishing the backbone of any companys CRM programme.It appears that service failures, like the poor, will always be with us. The book kept me on track and saved me from operational pitfalls. 'This book inspired me during the defining process of our CRM implementation at PricewaterhouseCoopers in the Netherlands. This book establishes the need for CRM strategies not only to be developed, but to be consistently used as an aid to long-term organisational profitability.'ĭr John Oliver, Associate Professor, The Media School, Bournemouth University, UK 'This book recognises the major shortcomings of most CRM books that is, the focus on the tactical, systems approach to managing customers. Hans Zijlstra, Head of Customer Insight, Air France-KLM But a constant factor is the inspiration Ed Peelen provides by combining solid theoretical knowledge with practical examples and business applications.' 'CRM has gone through many changes and developments over the years. He was Professor of Marketing at the Centre for Marketing and Supply Chain Management, and the Executive Management Development Centre at Nyenrode Business University, the Netherlands. The book is geared towards advanced undergraduates and MBA students, but is ideal for anyone taking courses in Customer Relationship Management, Relationship Marketing, Direct Marketing or Database Management.Įd Peelen is one of the founders and partners of ICSB, a consulting firm in marketing and strategy. This fully updated second edition cements its position as essential reading for anyone who wants to understand this continually evolving field.Īddressing the strategic, organisational, commercial and technological aspects of CRM, Peelen brings a social psychology perspective, blending theory and practice to aid a full understanding of the subject. Ed Peelens Customer Relationship Management is the only comprehensive academic text in English to cover the entire scope of CRM. Yet the field of Customer Relationship Management lacks proper academic coverage. Most businesses know that how they manage their relationships with their customers is vital to their success.
0 kommentar(er)
