CRM Unplugged: Releasing CRM's Strategic Value

By Douglas Turk, Philip Bligh, Doug Turk

Building and maintaining a customer-centered enterprise cost-effectively is a hot topic and key business issue. This book provides the definitive work on how to derive return from investment. It shows readers strategies for successful CRM implementation into a company, and how to achieve a good ROI through CRM, and also details best practices.

• Format: Hardcover
• Language: English
• ISBN: 0471483044
• ISBN13: 9780471483045
• Release Date: April 2004
• Publisher: John Wiley & Sons
• Length: 205 Pages
• Weight: 1.00 lbs.
• Dimensions: 0.8" x 6.3" x 9.3"

Customer Reviews

Quick, practical, innovative approach to CRM

This book provides thought-provoking and practical advice about how to drive sustainable business impact from customer-facing initiatives. The advice is based on a careful blend of well know frameworks from leaders like Professor Michael Porter and years of experience from the authors and leading corporations. The descriptions of how to use CRM to increase competitive advantage and improve profitability are particularly intriguing, as they elevate CRM from a business initiatve to a business imperative.The authors have included plenty of examples of real world successes and failures, and hence keep the book rooted in practical and actionable guidelines. I highly recommend this book for CRM novices and experts and for technical and business professionals, as there is important advice in here for everyone.

Customer Strategy "How To"

Don't let the title scare you, this is book is all about customer strategy--a "how to" book on effectively implementing customer relationship management. Relying on their experience, Bligh and Turk demonstrate how CRM SHOULD be executed--using a customer demand-driven approach. They include some amazing real-world examples from Fortune 500 companies including Dell, Wal-Mart and Pepsi to deliver this point--CRM initives implemented the right way are essential to the success of a business. Failures are covered too as learning opportunities. Chapter 2 has a case study about how Halloween 1999 was Hershey's scariest ever, a fantastic example. Each chapter ends with a "Key Points" summary to make reading easier and quickly review the material. If you think CRM is just software, pick up "CRM Unplugged", it should help change your perception.