Paperback: 336 pages
Publisher: Addison-Wesley Professional; 1 edition (August 19, 2001)
Product Dimensions: 7.3 x 0.9 x 9.1 inches
Shipping Weight: 1.2 pounds (View shipping rates and policies)
Average Customer Review: 4.5 out of 5 stars See all reviews (44 customer reviews)
Best Sellers Rank: #463,686 in Books (See Top 100 in Books) #160 in Books > Computers & Technology > Networking & Cloud Computing > Network Administration > Storage & Retrieval #342 in Books > Textbooks > Business & Finance > Entrepreneurship #508 in Books > Business & Money > Marketing & Sales > Customer Service
This book is thorough, clear and filled with useful information. It's organized in two parts. Part 1 defines CRM in chapter 1 and in the next six chapters covers the reasons and issues for implementing CRM from five perspectives: (1) Marketing, (2) Customer Service/Call Centers, (3) Sales Force Automation, (4) E-business and (5) Data Analysis. The case studies, all based on real clients and situations, add life to the well written chapters on marketing, customer service and sales force automation. In addition each chapter contains nuggets of insight, clear discussion of the topic and numerous checklists and tables that you can use for your own projects.Part 2 covers delivering CRM and is structured in the logical sequence of planning, tool selection and CRM project management. Like the first part of the book the four chapters in Part 2 contain case studies, checklists and excellent advice. It is in this part of the book where you'll benefit from Jill's experience because she reveals common traps and pitfalls, and gives advice on how to deal with them or bypass them altogether.What I like about this book is that it covers the business and technical parameters, requirements and issues. Jill's writing style makes it not only readable, but engrossing as well. She goes into considerable detail about how and why CRM is important to meeting business requirements and gives business metrics, explains differences between CRM and business intelligence, and the pro's and con's of all issues and factors. Because she covers the subject from the five perspectives I listed above this book is valuable to all possible stakeholders in a CRM project. I especially liked her use of the Porter value chain and how she leads you through the development of a business case for CRM.
Jill Dyché is one author who never disappoints, and this book is as straightforward and balanced as her first, e-data. Like her first book this one is a balance between technical and business aspects that make it suitable for IT and business process owners. The technical topics are so clearly presented that business process owners will have no trouble understanding them, yet are sufficiently wide that even seasoned IT professionals will learn something new. The same for the business topics: Ms. Dyché's deep understanding of the business issues ensures that subject matter experts from the business side will come away with ideas and knowledge, while their IT counterparts will have a keener appreciation for the issues and challenges faced by their constituents.What makes this book especially valuable, though, are the wealth of checklists, do's and don't's, and case studies that are real - so real in fact that I couldn't help but both admire her clients who allowed themselves to be quoted, and the obvious persuasive power Ms. Dyché used to obtain their permission to quote them. In fact, power is something Jill exhibits throughout this book. Like her first book she in which tells it like it is, she is quick to point out the good and the bad - and nothing escapes her notice. More importantly, her frankness is contagious and inspires you to take the same approach. A priceless example is given in chapter 10 where she tackles company and project politics head on. Most consultants will do anything to remain politically correct, resulting in wishy-washy advice that is filled with qualifiers. Not Jill - she calls 'em as she sees 'em, and the net result is advice that you can use to tackle thorny issues that everyone knows about, but nobody wants to bring up.
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