Harvard Business Review on Customer Relationship Management

by Harvard Business School Press (Editor)

Series:Harvard Business Review Paperback Series

Description

This collection of cutting-edge articles will help organizations understand how to build customer loyalty through unique relationship-building strategies such as partnerships, branding, and superlative customer service. Contents include: Co-opting Customer Competence by C.K. Prahalad and Venkatram Ramaswamy; Get Inside the Lives of Your Customers by Patricia B. Seybold; The Old Pillars of New Retailing by Leonard L. Berry; Want to Perfect Your Company's Service?: Use Behavioral Science by show more Richard B. Chase and Sriram Dasu; Don't Homogenize, Synchronize by Mohanbir Sawhney; Firing Up the Front Line by Jon R. Katzenbach and Jason A. Santamaria; Preventing the Premature Death of Relationship Marketing by Susan Fournier, Susan Dobscha, and David Glen Mick; and See Your Brands Through Your Customers' Eyes by Chris Lederer and Sam Hill. show less

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Harvard Business Review on Customer Relationship Management isn't on CRM the software, but rather CRM the strategy. Eight articles discuss the various potentially dysfunctional ways in which companies interact with customers (marketing, sales, support). You're going to become very grouchy while reading this book, because someone will demonstrate at least one of the worst ways to treat a customer right at the precise moment you're reading about it.

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