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Product Description

Few books have influenced an entire industry as much as "The Customer Relationship Survival Guide." Survival Guide has pushed the practice of CRM toward business strategy and culture change – and away from process- and technology-based CRM projects that meet predictable fates. Many companies already owe their CRM success to lessons learned from this book. Many more will before Survival Guide is finished doing its work. And yet more will find in this book the reasons why their CRM implementations failed - and how to rescue them.

But there’s more to the Customer Relationship Management Survival Guide than expert advice. Through his many speaking engagements, magazine columns and other writings, author Dick Lee has distinguished himself as both a wry humorist and a business visionary. Lee’s irreverent commentary and keen business insights make reading Survival Guide an entertaining and valuable experience – for anyone in business today.

Product Details

• Amazon Sales Rank: #2676270 in Books
• Published on: 2000-07-01
• Original language: English
• Number of items: 1
• Binding: Paperback
• 222 pages

Review
CRM Survival Guide contains all the essential elements to implement CRM successfully. -- Bill Brendler, CRM consultant, July 2000:

I can't name three books on CRM that are genuinely helpful, but one would be this survival guide. -- David Sims, CRM writer, December 2000:

If you are even THINKING about "doing CRM" in your business, get this book and read it. -- Geoff Puterbaugh, Amazon top 500 reviewer, November 2000

From the Publisher
Perhaps only Dick Lee could have written a book like “The Customer Relationship Management Survival Guide.” His history of helping organizations become more customer-centric dates back over twenty years. He’s been among the leaders of the relationship marketing movement since it started and a pioneer in treating selling and marketing as measurable processes, not artistic expression. And his background in database marketing and developing service bureau inquiry management systems have kept him steeped in customer information management technologies. This unique background enabled Dick to be among the very first to start melding the strategic side of CRM with the tactical process management and technology aspects. And not to forget, Dick is an enormously funny presenter and person, and his writing captures his wit - making his work readily accessible to even the most indifferent readers.

From the Author
Over time, I’ve become increasingly uncomfortable with the level of dependency clients have been putting on my firm, High-Yield Marketing, and other CRM consulting firms. In extreme cases, this dependency extends to a CEO saying, “we’ve got to get on the CRM bandwagon, let’s go hire a consulting company to get us into CRM.” That's only a half step above rock bottom — hiring a software company to “get us into CRM.” In other, less extreme cases, the client will take more responsibility but still try to “job out” internal accountabilities, often leadership accountabilities.

That’s the bad news. The good news is that more and more companies are finally realizing that only they can implement CRM. Sure, consultants can help with specific issues. But no matter how many “suits” consulting firms send in, the really big mountains only companies themselves can move. And more and more companies are “getting it” about using CRM consultants.

"The Customer Relationship Management Survival Guide" is designed to help make CRM implementers as independent as possible so they can take and keep ownership of their CRM implementations.