Exploiting CRM : Connecting with Customers

It's time to rethink Customer Relationship Management - not as a discrete technology strategy, or as a stand alone marketing tool. Increasingly demanding customers and intense competition require that customer strategy becomes an integral and high profile component of corporate strategy. Thisbook is for people who understand their business but who want to know how customer-related ideas, tools and technologies can be used in the real world, to help create shareholder value.