文档介绍：CRM Handbook, The: A Business Guide to Customer Relationship Management
Jill Dyché
Publisher: Addison Wesley
Copyright © 2001 Addison Wesley
CRM Handbook, The: A Business Guide to Customer Relationship Management | 2
Acknowledgments .........................................................................................................................4
About the Author ...........................................................................................................................4
Introduction ....................................................................................................................................4
How to Read This Book ...........................................................................................................5
Part I: Defining CRM ....................................................................................................................8
Chapter 1. Hello, Goodbye: The New Spin on Customer Loyalty.........................................8
The Cost of Acquiring Customers ..........................................................................................8
From Customer Acquisition to Customer Loyalty ................................................................9
…to Optimizing the Customer Experience .........................................................................10
Scenario .......................................................................................................................................10
How the Changed the Rules ..................................................................................12
What's In a Name? .................................................................................................................13
The Manager's Bottom Line ..................................................................................................16
Chapter 2. CRM in Marketing ....................................