Customer Relationship Management The Bottom Line to Optimizing Your Roi

Customer Relationship Management The Bottom Line to Optimizing Your Roi
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  • ISBN-13: 9780130990693
  • ISBN: 0130990698
  • Edition: 2
  • Publication Date: 2002
  • Publisher: Prentice Hall PTR


Anton, Jon, Petouhoff, Natalie L.


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).Anton, Jon is the author of 'Customer Relationship Management The Bottom Line to Optimizing Your Roi', published 2002 under ISBN 9780130990693 and ISBN 0130990698.

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