The Customer Relationship Management Survival Guide: Everything You Need to Know Before You Need to Know It

By Dick Lee

Few books have influenced an entire industry as much as "The Customer Relationship Survival Guide." Survival Guide has pushed the practice of CRM toward business strategy and culture change – and away... This description may be from another edition of this product.

• Format: Paperback
• Language: English
• ISBN: 0967375738
• ISBN13: 9780967375731
• Release Date: July 2000
• Publisher: High Yield Marketing Pr
• Length: 222 Pages
• Weight: 0.50 lbs.
• Dimensions: 8.8" x 0.8" x 6.0"

Customer Reviews

I found this book very helpful

As a CRM consultant in Latin America, I found this book very helpful to explain my customers what CRM is and what isn't. Perhaps one of the most valuable concepts that Dick Lee explains in his book is that CRM doesn't equal software. He also presents the reader with a step by step guide to implement a successful CRM initiative. In my opinion however, the most important concept that I got from this book was that CRM is about listening to the customer -genuinely - and transforming according to customer's needs and expectations. CRM is a way of life for organizations not a software, and that is neatly explained in Mr. Lee's book.

What CRM Is -- and Isn't. Practical Advice, Customer-focused

This book hammers home the point that having a customer-centric business stratgy is imperative for CRM. I've heard and read alot about just going out and buying a software package, following it's processes, and automating stuff. This book should disabuse you of that idea. Lee defines CRM and how to get there for a win-win solution for the company and the customer. Dick Lee takes the reader through six commonly misunderstood areas of CRM and provides practical advice for sucess. It makes sense and I've seen it work. The book is written in a readable style (often irreverent and funny) that gets the salient points across. Company leaders and decision-makers should read this one before undertaking CRM -- or if you need to chart a correction course, it's insights will help.

Excellent, no-nonsense book on CRM

It has been a while since I read this book. I neglected to share my views. Since then I read quite a few books on CRM, mainly the newest additions to the mushrooming literature. Hence I believe I can appraise the value of the book better than before. Compared to all the stuff I recently read, this is certainly the best and most comprehensive and succinct account of CRM concept and application. I do reccommend it to any serious student of CRM.

Mature, clear-eyed, circumspect, well-informed

I really like Dick Lee's book. As an instructor teaching an "electronic marketing" class, I wanted to find a place for CRM, but I was having trouble myself getting a handle on what CRM is. The author's perspective--that CRM is about organizational transformation--rings true for me. It's not database marketing, and it's not an adjunct to ERP. It's the process of creating a customer-centric organization, with the transformation facilitated by technology. This book offers both high-level and on-the-ground perspectives on the process, all based on the author's extensive consulting experience. The book's earthy vernacular put me off, at first, but I could not put the book down. It really is the book I was looking for.

The Customer Relationship Management Survival Guide

CRM Survival Guide contains all the essential elements to implement CRM successfully. It provides the reader with a clear understanding of what CRM is and is not, describes how to develop a CRM strategy and outlines the steps necessary to implement CRM successfully. It should be required reading for top executives trying to move to a more customer-centric focus.