The C.R.M. Pocketbook

Meeting the right customers' needs profitably is busnesses' biggest challenge. With customer choice wider now that it has ever been, not least because of the emergence of the World Wide Web and other new technologies, competition is fiercer and pressure on margins greater than ever. The need to build long-term customer relationships that are profitable is paramount.

Customer relationship management (CRM) seeks to organise a business around its customers. This book describes customer relationship management and explains why businesses are employing it.