CRM · 32 Key Points

Author: (USA) Frijan
Publisher:
Publish Date: 2003-07-01
Features: As the global economy struggles forward, businesses worldwide are striving to regain the growth and profits they enjoyed in the booming 1990s. For companies, it is becoming increasingly difficult to maintain relationships with both existing and potential customers. This is due to many factors, including the rapid increase in consumer choices of goods and services over the past 20 years, the presence of numerous strong competitors in the market, the explosive growth of market "noise"—the daily barrage of information bombarding consumers, the surge in consumer interaction channels, and the ever-escalating consumer demands and expectations. The customer relationship management perspective provided in this book, I believe, has long been overlooked: how to leverage customer relationship management to significantly improve a company's customer relationships and enhance brand value, while also reducing risks and achieving satisfactory investment returns. It's like putting new wine in old bottles—we explore a widely discussed topic in a fresh way, and this approach can bring considerable value to any company actively seeking to "build sustainable customer loyalty."