Customer Relationship Management 2nd Edition by Francis Buttle ISBN 1856175227 9781856175227

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ISBN 10: 1856175227 
ISBN 13: 9781856175227
Author: Francis Buttle

This definitive textbook explains what CRM is, the benefits it delivers, the contexts in which it is used, how it can be implemented and how CRM technologies can be deployed to support customer management strategies and objectives. It also looks comprehensively at how CRM can be used throughout the customer life-cycle stages of customer acquisition, retention and development and how the management disciplines- marketing, sales, IT, change management, human resource, customer service, accounting, and strategic management are implicated in this. This completely revised edition also includes:

· A Tutor Resource pack available to instructors who adopt this text

· Case examples illustrating CRM in practice

· Screenshots of CRM software applications and reviews of technology applications deployed in marketing, sales and customer service

Student readers will enjoy the logical structure, easy accessibility and case illustrations. Managers will appreciate the book’s freedom from CRM vendor and consultant bias and the independent guidance it provides to those involved in CRM programs and system implementations. This second edition has been completely revised and updated with eight new chapters.

Customer Relationship Management 2nd Table of contents:

Chapter 1: Introduction to Customer Relationship Management
1.1 Defining Customer Relationship Management
1.2 Evolution of CRM: From Transactional to Relational Marketing
1.3 The Role of CRM in Business Strategy
1.4 CRM Frameworks and Models
1.5 Key Concepts in CRM

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Chapter 2: CRM Strategy and Implementation
2.1 Developing a CRM Strategy
2.2 Aligning CRM with Business Objectives
2.3 Building a Customer-Centric Organization
2.4 Implementing CRM: Best Practices and Challenges
2.5 Measuring CRM Effectiveness and ROI

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Chapter 3: CRM and Customer Segmentation
3.1 Understanding Customer Segmentation
3.2 Methods of Customer Segmentation
3.3 Targeting and Positioning for CRM Success
3.4 Personalization and Customization in CRM
3.5 Case Studies in Customer Segmentation

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Chapter 4: Technology and CRM Systems
4.1 Overview of CRM Technology
4.2 Types of CRM Systems: Operational, Analytical, and Collaborative
4.3 CRM Software: Features and Functions
4.4 Cloud-based CRM Solutions
4.5 CRM Integration with Other Business Systems (ERP, Marketing Automation, etc.)

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Chapter 5: Data Management and CRM Analytics
5.1 Importance of Data in CRM
5.2 Customer Data Collection and Management
5.3 Data Quality and Governance in CRM
5.4 Analytical Tools for CRM: Predictive Analytics and Data Mining
5.5 Leveraging Data for Customer Insights and Decision Making

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Chapter 6: CRM in Marketing
6.1 CRM and Relationship Marketing
6.2 The Role of CRM in Customer Retention
6.3 CRM for Acquisition and Lead Management
6.4 Cross-selling and Up-selling Strategies
6.5 Digital Marketing and CRM Integration

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Chapter 7: CRM in Sales Management
7.1 The Role of CRM in Sales Automation
7.2 Sales Pipeline Management and Forecasting with CRM
7.3 Sales Force Automation Tools and Techniques
7.4 Improving Sales Performance with CRM Insights
7.5 Case Studies: Sales Success with CRM

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Chapter 8: CRM in Customer Service and Support
8.1 Enhancing Customer Service with CRM
8.2 Integrating CRM with Help Desk and Support Systems
8.3 Self-service and Automated Customer Support
8.4 Building Loyalty Through Exceptional Service
8.5 Measuring Customer Satisfaction and Feedback

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Chapter 9: CRM and Social Media
9.1 The Rise of Social Media in Customer Interactions
9.2 Integrating Social Media with CRM Systems
9.3 Social Listening and Monitoring with CRM
9.4 Social CRM: Enhancing Engagement and Building Communities
9.5 Managing Brand Reputation through CRM and Social Media

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Chapter 10: CRM and Customer Experience Management
10.1 The Concept of Customer Experience
10.2 Designing an Omnichannel Customer Journey
10.3 CRM and Touchpoint Management
10.4 Measuring and Improving Customer Experience
10.5 Case Studies: Effective Customer Experience Strategies

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Chapter 11: Ethical Issues and Privacy in CRM
11.1 Privacy Concerns in CRM
11.2 Data Protection and Compliance (GDPR, CCPA, etc.)
11.3 Ethical Considerations in Customer Data Usage
11.4 Building Trust with Customers through Ethical CRM Practices
11.5 Future Trends in CRM and Privacy

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Chapter 12: The Future of CRM
12.1 Emerging Trends in CRM Technology
12.2 Artificial Intelligence and CRM: Chatbots, Automation, and Personalization
12.3 The Role of Big Data and IoT in the Future of CRM
12.4 CRM and Sustainability: Ethical and Green Business Practices
12.5 Preparing for the Next Generation of CRM

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Francis Buttle,Customer Relationship