CUSTOMER RELATIONS--MANAGEMENT

• looking Section A: Understanding customer relationships -- Introduction to CRM -- Understanding relationships -- Managing the customer journey : customer acquisition -- Managing the customer journey : customer retention and development -- Section B: Strategic CRM -- Customer portfolio management -- Managing customer-experienced value -- Managing customer experience -- Operational CRM -- Marketing automation -- Sales force automation -- Service automation -- Analytical CRM -- Developing and managing customer-related databases -- Using customer-related data -- Section E: Realizing the benefits of CRM -- Planning to succeed -- Implementing crm -- Section F: Looking to the future -- The future -- References -- Index.to the future