Community Recommendations: CRM Books

Carol Smalley
Managing Editor, CRMGuru
Member

Posted 11-Mar-2003 08:44 AM
I am compiling a list of recommended books and requesting excerpts to post on the site for the community to review. To date, the following titles have been recommended:

"Accelerating Customer Relationships: Using CRM and Relationship Technologies" (Ronald Swift)

"Building Customer Loyalty—21 Essential Elements in Action" (JoAnna Brandi)

"Building Trust at the Speed of Change" (Edward M. Marshall)

"Change Leadership: The Management/CRM Connection" (Bill Brendler)

"The Cluetrain Manifesto: The End of Business as Usual" (Christopher Locke, et al)

"The Complete Database Marketer: Second Generation Strategies and Techniques for Tapping the Power of Your Customer Database" (Arthur M. Hughes)

"CRM at the Speed of Light: Capturing & Keeping Customers in Internet Real Time" (Paul Greenberg)

"The CRM Handbook—A Business Guide to Customer Relationship Management" (Jill Dyche')

"The CRM Project Management Handbook—Building Realistic Expectations and Managing Risk" (Michael Gentle)

"Customer Loyalty: How to Earn It, How to Keep It" (Jill Griffin)

"The Customer Marketing Method: How to Implement and Profit from Customer Relationship Management" (Jay Curry)

"The Customer Relationship Management Survival Guide" (Dick Lee)

"The Customer Revolution" (Patricia B. Seybold)

"Customer Specific Marketing: The New Power in Retailing" (Brian P. Woolf)

"Customer Winback: How to Recapture Lost Customers and Keep Them Loyal" (Jill Griffin and Michael Lowenstein)

"Customers.com: How to Create a Profitable Business Strategy for the Internet and Beyond" (Patricia B. Seybold)

"Differentiate or Die" (Jack Trout with Steve Rivkin)

"e-Data" (Jill Dyche')

"Loyalty Marketing: The Second Act" (Brian P. Woolf)

"Loyalty Rules!" (Frederick F. Reichheld)

"The One to One Fieldbook" (Don Peppers and Martha Rogers, Ph.D.)

"The One to One Future: Building Relationships One Customer at a Time" (Don Peppers and Martha Rogers, Ph.D.)

"Permission Marketing—Turning Strangers into Friends, and Friends into Customers" (Seth Godin)

"Response! The Complete Guide to Profitable Direct Marketing" (Lois Geller)

"The Sales and Marketing Excellence Challenge: Changing How the Game is Played" (Jim Dickie and Barry Trailer)

"Secrets of Customer Relationship Management" (James G. Barnes)

"Service Management and Marketing: A Customer Relationship Management Approach" (Christian Grönroos)

"Simplicity Marketing" (Steven M Cristol and Peter Sealey)

"Strategic CRM V2.0" (Dick Lee)

"Strategic Database Marketing: The Masterplan for Starting and Managing a Profitable Customer-Based Marketing Program" (Arthur M. Hughes)

"Successful Customer Relationship Marketing" (Bryan Foss and Merlin Stone)

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Carol Smalley
Managing Editor, CRMGuru
Member

Posted 15-Mar-2003 03:46 AM
NOTE: Posted by Editor Carol Smalley on behalf of Chris Burge [chrisburge54@yahoo.com.au] during discussion forum test phase.

I would suggest you look at:

Understanding Business Markets (2nd edition)
Edited by David Ford

Dryden Press
ISBN 0-03-099-053-X

Good luck
Chris Burge

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Carol Smalley
Managing Editor, CRMGuru
Member

Posted 15-Mar-2003 03:55 AM
NOTE: Posted by Editor Carol Smalley on behalf of Vishal Sarkar [vishal@thought-stream.com] during discussion forum test phase.

Carol,

I would like to recommend—

CUSTOMER CAPITALISM by Sandra Van der Merwe (Nicholas Brearley)

regards,

Vishal

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Carol Smalley
Managing Editor, CRMGuru
Member

Posted 15-Mar-2003 03:56 AM
NOTE: Posted by Editor Carol Smalley on behalf of Edwin F. Setzpfand[esetzpfand@ftnetwork.com] during discussion forum test phase.

John McKean's, "Customers are people—the Human Touch",
ISBN 0470848898, (2002).

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Carol Smalley
Managing Editor, CRMGuru
Member

Posted 15-Mar-2003 04:07 AM
NOTE: Posted by Editor Carol Smalley on behalf of Lori Mitchell [lori.mitchell@xtra.co.nz] during discussion forum test phase.

"Customer Relationship Management: Creating competitive advantage through win-win relationship strategies"
(Kaj Storbacka & Jarmo R. Lehtinen)
144 pages, McGraw Hill

Although the title sounds like just another CRM book, this text book style book provides useful insights, challenging the past 15 year business focus of "customer satisfaction".

Based on research from the authors, It explores ideas such as:
-customer bonds which keep clients loyal
- both positive and negative
-competitive advantage strategies
- the clasp, Velcro(TM), and zipper strategies
-useful assessment of CRM in an organization

and many other basic CRM and Customer Service models.

I stumbled across this book in an airport bookstore in Singapore and have since used it as a basic bible to CRM in today's business environment of highly knowledgeable customers with high expectations, little loyalty and plenty of choice.

I strongly recommend this book as an important text for any CRM education.

Lori L Mitchell
Business Excellence Expert
ex3
Christchurch, New Zealand

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Carol Smalley
Managing Editor, CRMGuru
Member

Posted 17-Mar-2003 07:48 AM
NOTE: Posted by Editor Carol Smalley on behalf of Amitabh Sinha [amitabh.sinha@tatainfotech.com] during discussion forum test phase.

The list of recommended books is quite long and I hope it does not add to the confusion. I do remember of two plain text books which I read during my MBA course in 1995 and got hooked to the concept of Relationship Marketing. This was much before CRM got into prominence.

These text books introduced me to the basic thoughts behind the Whys? Whats? & Hows? of building up long term relationship with customers. The 'analytics and complications of CRM' has now brought about a long list of new research & textbooks, but it is quite refreshing to go back to these textbooks and understand the concept of building up customer relationship in a simple manner.

The two text books are :

Cram, T., 1994, Power of relationship Marketing, Pitman.

Christopher, M., Payne, A., Ballantine, D., 1991, Relationship Marketing, Butterworth Heinamann.

Regards,

Amitabh Sinha
Manager Customer Care
Tata Inotech Ltd.—Education Services
amitabh.sinha@tatainfotech.com

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Helmar
Member

Posted 18-Mar-2003 10:18 AM
Originally posted by Helmar: "Total Quality Marketing" by John Frazer-Robinson (website).

Already 10 years old, but has to be regarded as the forerunner of CRM in general. Nothing technical or hyper-complicated, but then again, neither is CRM. :)

Enjoy the read!

Not so much strictly CRM-related, but ALL books by Dr. Ichak Adizes (website) are godsends! Common sense and insightful. They tell you all about management and its styles, and it helps to know how to deal with them if you are trying to convince them that CRM is good. ;)

___________________________________________________________
Helmar Rudolph works with visionary companies to help them succeed with
their CRM-related business transformation process—on time, on budget
and in a sustainable manner.

http://www.argo-navis.com
(27-21)794-3414
8 Airlie Place, Constantia 7806, S.Africa

[This message was edited by Helmar on March 18, 2003 at 10:44 AM.]

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Carol Smalley
Managing Editor, CRMGuru
Member

Posted 24-Mar-2003 03:37 PM
Posted by Carol Smalley (Editor) on behalf of Michael Lowenstein [customer.loyalty@verizon.net]

Though aimed at SME's, one of the best relationship marketing books I've read in recent years is Customer Chemistry by Mary Naylor and Susan Greco (McGraw-Hill, 2002). I've also attached (see below) the reference list I recently prepared for attendees to my Profitable Customer WinBack seminar for Direct Marketing Association.

Best regards.

Michael Lowenstein, CPCM
Managing Director
Customer Retention Associates
www.customerloyalty.org

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Recommended Reference List

Banks, D. and K. Dawes, Customer.Community, Jossey-Bass, 2002

Barlow, J. and C. Moller, A Complaint Is A Gift, Berrett-Koehler, 1996

Barnes, J. G., Secrets of Customer Relationship Management, McGraw-Hill, 2001

Beckwith, H. Selling The Invisible, Warner Books, 1997

Berry, L. L., Discovering The Soul of Service, The Free Press, 1999

Brown, S. A., What Customers Value Most, John Wiley & Sons, 1995

Blattberg, R.C., G. Getz, and J. S. Thomas, Customer Equity, Harvard Business School Press, 2001

Buckingham, M. and C. Coffman, First, Break All The Rules, Simon & Schuster, 1999

Butscher, S. A., Customer Clubs and Loyalty Programmes, Gower, 1998

Godin, S., Permission Marketing, Simon & Schuster, 1999

Griffin, J., Customer Loyalty, Lexington, 1995

Griffin, J. and M. Lowenstein, Customer WinBack, Jossey-Bass, 2001

Hallberg, G. All Consumers Are Not Created Equal, John Wiley & Sons, 1995

Heil, G., T. Parker, and R. Tate, Leadership and The Customer Revolution, Van Nostrand Reinhold, 1995

Lowenstein, M. W., Customer Retention, ASQ Press, 1995

Lowenstein, M. W., The Customer Loyalty Pyramid, Quorum Books, 1997

Naylor, M. and S. Greco, Customer Chemistry, McGraw-Hill, 2002

Newell, F., Loyalty.com, McGraw-Hill, 2000

Peppers, D. and M. Rogers, The One-to-One Future, Doubleday, 1993

Reichheld, F. F., The Loyalty Effect, Harvard Business School Press, 1996

Rosenbluth, H. F., and D. M. Peters, The Customer Comes Second, Morrow, 1992

Seybold, P. B., Customers.com, Times Business/Random House, 1998

Slywotsky, A.J., Value Migration, Harvard Business School Press, 1996

Treacy, M. and F. Wiersema, The Discipline of Market Leaders, Addison-Wesley, 1995

Tucker, R. B., Win The Value Revolution, Career Press, 1995

Wiersema, F., Customer Intimacy, Knowledge Exchange, 1996

Woolf, B., Loyalty Marketing: The Second Act, Teal Books, 2002

Wunderman, L, Being Direct, Random House, 1996

Zaltman, G., How Customers Think, Harvard Business School Press, 2003

Zeithaml, V.A., A. Parasuraman, and L. L. Berry, Delivering Quality Service, The Free Press, 1990

Carol Parenzan Smalley
Managing Editor
www.CRMGuru.com
carol@CRMGuru.com

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Edwin Setzpfand
Member Council
Member

Posted 25-Mar-2003 02:23 AM

quote:Originally posted by Carol Smalley:
I am compiling a list of recommended books and requesting excerpts to post on the site for the community to review. To date, the following titles have been recommended: ...

Is there a way that at some point in time we may have one (structured) list from this growing list of lists?

Any ideas (about how to structure/rate/classify)?

Edwin F. Setzpfand
The Netherlands

[ESetzpfand-AT-ftnetwork.com]

[This message was edited by Edwin Setzpfand on 27-Mar-2003 at 01:35 AM.]

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Carol Smalley
Managing Editor, CRMGuru
Member

Posted 25-Mar-2003 03:21 AM
Absolutely! I plan to compile a list of recommended books and place it in the gurubase library. I will also provide the link from the discussion board so you can quickly locate the information. The site will be offering its top ten selection soon as well.

Thanks for asking.

Carol Parenzan Smalley
Managing Editor
www.CRMGuru.com
carol@CRMGuru.com

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Ash Nallawalla
Member
Picture of Ash Nallawalla

Posted 09-Apr-2003 08:13 AM
I have a few of the books mentioned before, but the one I recommend to CRM practitioners i.e. those who work fulltime for a company, is a new one by Judy Kincaid.

Customer Relationship Management: Getting It Right
by Judith W. Kincaid
Published by HP Books and Prentice Hall PTR
ISBN: 0-13-035211-X
US$39.99

I have written a review of it, linked in a list of recommended CRM books. I have been through a full implementation and that is reflected in my review.

- Ash
http://crm911.com

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Russ Lombardo
Member

Posted 18-Jun-2003 12:34 PM
Also consider:

CRM For The Common Man
by Russ Lombardo
ISBN: 0-9728263-0-0
US $24.95

Russ Lombardo
PEAK Sales Consulting
702-655-5652
russ@peaksalesconsulting.com
Author of "CRM For The Common Man"