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Customer relationship management : concepts and technologies / Francis Buttle and Stan Maklan
Livre
Edited by Routledge - 2019
Section A: Understanding customer relationships. Introduction to CRM. Understanding relationships. Managing the customer journey : customer acquisition. Managing the customer journey : customer retention and development. Section B: Strategic CRM. Customer portfolio management. Managing customer-experienced value. Managing customer experience. Operational CRM. Marketing automation. Sales force automation. Service automation. Analytical CRM. Developing and managing customer-related databases. Using customer-related data. Section E: Realizing the benefits of CRM. Planning to succeed. Implementing crm. Section F: Looking to the future. The future. References. Index.
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