CRM Methods

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,
Maryam

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Graham Hill
Guru
Member

Posted 27-Apr-2005 01:22 AM
Maryam

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

Helmar
Member

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.

http://www.helmar.org