Customer Relationship Management

"Customer Relationship Management: Creating competitive advantage through win-win relationship strategies" (Kaj Storbacka & Jarmo R. Lehtinen) 144 pages, McGraw Hill Although the title sounds like just another CRM book, this text book style book provides useful insights, challenging the past 15 year business focus of "customer satisfaction". Based on research from the authors, It explores ideas such as: -customer bonds which keep clients loyal - both positive and negative -competitive advantage strategies - the clasp, Velcro(TM), and zipper strategies -useful assessment of CRM in an organisation and many other basic CRM and Customer Service models. I stumbled across this book in an airport bookstore in Singapore and have since used it as a basic bible to CRM in today's business environment of highly knowledgeable customers with high expectations, little loyalty and plenty of choice. I strongly recommend this book as an important text for any CRM education. Lori L Mitchell [...]