CRM Methods


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Posted 25-Apr-2005 05:26 AM
Dear Graham,

I work for a Market Research Company. This business is very new in my country. I would like to now about CRM techniques in Theory. We are using some methods to help companies have relation with their customers. But I am wondering if we are far from the new standards of the world. Could you please guide me?

With regards,

Graham Hill

Posted 27-Apr-2005 01:22 AM

CRM as a business discipline and its associated techniques have now been around for some time. Long enough for a few very good books to have been written about it and lots of awful ones!

If you are looking for a good understanding of CRM techniques in theory & practice, then I recommend reading a few of the very best CRM books and looking at as much as you can online at portals like CRMGuru.

For a good overview of CRM Theory in practice, try these two books:

Service Management and Marketing: A Customer Relationship Management Approach
Christian Gronroos
John Wiley and Sons Ltd, 2000

Customer Relationship Management
Francis Buttle
Butterworth Heinemann, 2003

For a good overview of CRM in practice, try these two books:

The CRM Handbook: A Business Guide to Customer Relationship Management
Jill Dyche (former CRMGuru)
Addison Wesley, 2001
CRM at the Speed of Light: Essential Customer Strategies for the 21st Century
Paul Greenberg (current CRMGuru)
Osborne McGraw-Hill, 2004

Hope that helps. Let me know if you have a more specific Marketing Research & CRM problem that I can help you with.

Graham Hill
Independent CRM Consultant


Posted 06-May-2005 12:47 AM
One book I can highly recommend is John Fraser-Robinson’s “Total Quality Marketing”. Released in 1991, before anyone’s ever heard of the term CRM, it is still a compulsory read for anyone starting in CRM.

From the back cover:

Among the important issues, facts and solutions to be found in TQM are:

The ten key factors for marketing in the future
How to develop the ultimate levels of Customer loyalty
How to change reward and motivation systems to reflect Quality marketing performance
How to structure your business to get closer to your Customers
How Quality can enter the practices of advertising, selling and marketing and bring greater strength, lasting Customer relationships, more profitable and cost effective achievements.

ISBN: 0749403896
Published by Kogan Page

Helmar Rudolph helps companies succeed with their CRM-related business transformation process by utilising his unique “Diamond CRM” framework.


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