Concept, Strategy, and Tools (Springer Texts in Business and Economics)
If you think CRM is just a fancy acronym for storing customer emails, think again. This book dives deep into the strategic and tactical layers of Customer Relationship Management, revealing it for what it truly is: a business philosophy, a competitive weapon, and a data-powered roadmap to customer loyalty and profitability.
Designed for advanced undergraduates, master’s students, and executives who like their strategy with a side of substance, this book doesn’t just skim the surface. It equips readers with a full-stack understanding of CRM: what it is, how it works, and most importantly, how to make it profitable. From big-picture strategic alignment to the nitty-gritty of tools and processes, it lays out a step-by-step guide for creating relationships that actually pay off.
At the heart of the book is one key idea: economic customer value. This concept drives home the point that great CRM isn’t about hugging every customer. It’s about identifying the right ones and building smart, mutually beneficial connections. Because not all customers are created equal, and not all of them are worth the same effort.
To bring all this theory to life, the book is packed with “CRM at Work” mini cases, real-world examples, and deep-dive case studies that tackle the tough questions managers actually face. These aren’t textbook hypotheticals. They’re practical, relevant, and designed to sharpen your thinking.
And yes, it’s been updated for the digital age. The latest edition weaves in how digital transformation is reshaping CRM, from automation and analytics to AI and omnichannel customer engagement.
In short, this is a CRM masterclass wrapped in a book: rich in insight, rigorous in research, and refreshingly practical. Whether you’re in the boardroom or the classroom, it’s the ultimate guide to managing customer relationships that work – for them and for your bottom line.