The Customer Management Scorecard: Managing CRM for Profit PDF
485 Pages·2002·4.528 MB·English
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Description:
Customer Management (CM) is essential for businesses, and major investments have been made in new systems, strategies and channels for managing customers. The results, however, have often been disappointing and companies are now looking closely at how to make their CRM initiatives profitable. This timely book presents the results of the latest global research on Customer Management. The research -- funded by QCi, IBM, and OgilvyOne -- applied the unique diagnostic tool CMAT, the Customer Management Assessment Tool, developed by Qci and recognized as "the" global CRM scorecard and benchmark "best practice" standard for assessing how well organizations manage their customers. As a bonus, the accompanying CD-ROM includes a mini version of CMAT. The study drew on over 300 CMAT assessments of blue chip companies across a wide variety of sectors. The findings illustrate the gains to be made from managing customers well. Case studies include 3M, BP, Hyundai, News International, Mobil, Prudential, SmithklineBeecham, NatWest Bank and Rolls-Royce.
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