How to Win at Crm: Strategy, Implementation, Management

ISBN-13: 9780367657888 / Angielski / Miękka / 2020 / 220 str.

Seth Kinnett

Opis

This book provides clarity and guidance on effective strategy, implementation and management of CRM. It explores both the conceptual and cultural context of CRM initiatives along with the particulars of CRM system implementation and management. In order to provide this clarity, it surveyed the existing academic publications surrounding CRM, sales f

Spis treści

There’s Something about CRM. Salesperson Resistance. Culture of Success. Understanding CRM Adoption. Business-IT Alignment. Positioning the Technology Division. Developing a CRM Governance Model. Partners, Vendors, and Hosted Solutions. The Business Analysis Function. The Customization Debate. Integration. Keeping the Mind in Mind. Understanding User Involvement. User Education. Big Data, Stewardship, and Analytics. Support. Understanding Extended and Post-Adoptive Use. Ongoing and Future Initiatives. Making CRM Successful.

O autorze

Seth Kinnett