الإنجليزية 1433

Written by a well-known Customer Relationship Management consultant and filled with examples from leading-edge companies, this groundbreaking guide presents proven strategies for delivering optimal customer satisfaction and value in every function and department, at all times. "The Customer Differential" is the first book to provide a concrete game plan for delivering optimal value to your customers-through your approach to marketing, servicing, and communicating with them, as well as through the traditional means of products, price, promotion, and distributions. Step by step, you'll find the proven strategies to put CRM into action throughout your company. From the initial planning to the ultimate analysis, you'll learn precisely how to: Implement the four-step planning process that ensures a successful CRM initiative Redirect business focus and reshape organizational structure to place top priority on customer satisfaction and value Create detailed and telling customer scorecards, beginning with collecting the right personal data Transform customer interactions in every department and at every touchpoint Maximize customer-centric technology, from customer database to customer care applications Measure the impact of CRM-and see how providing peak value for the customer pays off in bottom-line benefits for the company