Improving profitability and sustaining customer
relationships through on-line channels
"An eye-level look at e-CRM that leaves
out the hype and exposes the difficulties. On-the-nose perspectives
and first-hand accounts provide an education so you won't have to
take it on the chin when managing your own customer-centric projects."
- Jim Sterne, Target Marketing of Santa Barbara
- How and where e-CRM can impact on profitability
- How to ensure e-CRM is an integrated part
of your customer management strategy, not an add-on initiative
- Get fit for e-CRM - new organizational structures
for new ways of managing customers
- The IT issues - all the practical advice
and guidance you need
- Case studies of e-CRM success at leading
e-Business is set to be big business. But until
now the focus has been on making the sale - little thought has been
given to the customer. Once acquired, how do you manage and sustain
that relationship? e-CRM: Customer Management Strategies for e-Business
is a comprehensive route map for leveraging customer value through
on-line customer management.
e-CRM is not compulsory. Managing your customers
through on-line channels might even prove to be inappropriate for
your organization. But taking a strategic approach to e-CRM - understanding
the cost base and the contribution made by each channel to customer
lifetime value - is critical.
e-CRM: Customer Management Strategies for e-Business
provides the facts, figures and analysis of the key e-CRM opportunities
and challenges so you can plan the strategic direction of your customer
management programme. This report will enable you to develop a CRM
strategy which fits your customer base by integrating both on-line
and off-line customer management activities to meet customer expectations.