CRM--the Right Way (HBR OnPoint Collection)

This Digital Book item from Harvard Business School Press was reviewed on 11-Dec-2008.

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1) Digital Book CRM--the Right Way (HBR OnPoint Collection) by Harvard Business School Press. HBR OnPoint collections save you time by synthesizing and distilling the essence of three Harvard Business Review articles that, together, help you meet a specific management challenge. One-page overviews draw out the main points. Annotated bibliographies point you to related resources. Original HBR articles included. Few companies can resist the lure of customer relationship marketing, with its promises of soaring profits, shrinking costs, and enduring customer loyalty. But too many companies fail to implement CRM correctly. That´s because they view it as technology only. But CRM is the creation of customer-focused strategy and processes to boost customer loyalty and profitability, supported by technology. Lacking an understanding of CRM´s true meaning, companies neglect to develop a clear strategy and often simply badger customers with telemarketing and direct-mail campaigns. Customers defect, and profits dry up. This collection shows you how to create a customer strategy first and then structure your organization to support that strategy. Only then should you determine whether CRM technology can help you translate your strategy into loyal, profitable customers--or if low-tech alternatives would offer better solutions. The three Harvard Business Review articles in this collection: "Avoid the Four Perils of CRM" by Darrell K. Rigby, Frederick F. Reichheld, and Phil Schefter (HBR reprint R0202J), "Is Your Company Ready for One-to-One Marketing?" by Don Peppers, Martha Rogers, and Bob Dorf (HBR reprint 99107), "Preventing the Premature Death of Relationship Marketing" by Susan Fournier, Susan Dobscha, and David Glen Mick (HBR reprint 98106).¤

Page Updated: Robert N. Goolsby, 8-Jan-2009, , DEB-8

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