Customer Relationship Management

Overview

What is this book about?

Every customer is an individual with a choice. The role of Customer Relationship Management (CRM) is to ensure that each first-time buyer becomes an ongoing client, and every client a self-perpetuating advocate of your business.

This book explains the elements of CRM and how to establish an integrated customer relationship-oriented approach in your organisation. How, in a word, to become a business where every customer’s need is not just provided for but anticipated.

Content

• Customer relationship management demystified
• Why do customers defect?
• The economics of customer care
• Defining customer service excellence
• Achieving service excellence
• Managing for customer satisfaction
• Customer-focused selling and marketing skills
• Connecting with customers in the digital age
• The ten keys to outstanding customer service
• Worksheets, exercises and action plans

The author

Graham Roberts-Phelps is a Director of 80/20 Training Ltd and a successful consultant, speaker and author, who specialises in business and personal development. His books include Working Smarter, Telephone Tactics and Companies Don’t Succeed – People Do! all published by Thorogood.