Achieve." Professor Malcolm McDonald, Author of 46 books. Francis Buttle and Stan Maklan are brilliant researchers, teachers and experienced practitioners in the CRM/Customer Experience domain and I urge you to take time to read and implement this exciting, state-of-the-art book on this topic. "The expression ‘Customer Experience’ is reverberating around boardrooms and Directors are desperate for robust, proven processes to be embedded in their organisations. Johnson Distinguished Professor of International Marketing, Kellogg School of Management, Northwestern University, USA The wealth of information and insight is astonishing." Professor Philip Kotler, S. This book belongs on the desk of every company that is serious about CRM. Can't think of a better guide to increasing your performance and profits. "Completely updated, this remains absolutely the best exposition of customer relationship management. Updated lecturer support materials online.Chatbots and innovative customer self-service.The role of social media in customer management strategy.The relationships between CRM and customer experience management.Fully updated to reflect the evolving CRM landscape, including extended coverage of:.New and updated screenshots from CRM applications.New and updated international case illustrations throughout.Ideal as a core textbook for advanced undergraduate and postgraduate students on CRM or related courses such as relationship marketing, digital marketing, customer experience management or key account management, the book is equally valuable to industry professionals, managers involved in CRM programs and those pursuing professional qualifications or accreditation in marketing, sales or service management.
The book is structured around three core types of CRM – strategic, operational and analytical – and throughout each chapter, case illustrations of CRM in practice and images of CRM software demystify the technicalities. Theoretically sound and managerially relevant, the book is liberally illustrated with examples of technology applications that support marketing, sales and service teams as they interact with customers, but assumes no deep technical knowledge on the reader’s part. Buttle and Maklan take a managerial perspective to track the role of CRM throughout the customer journey stages of acquisition, retention and development. Customer Relationship Management, Fourth Edition continues to be the go-to CRM guide explaining with unrivalled clarity what CRM is, its uses, benefits and implementation.
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