CRM remains the biggest revolution yet in marketing, the power of new technology having swept it to the forefront of management thinking. Although based on apparently simple ideas, involving keeping in touch and responding to customer contacts, many companies still shy away from the daunting task of building a relationship with thousands or even millions of people. Up Close & Personal? provides practical new insights into effective customer relationship marketing. The book explores in depth a variety of issues including *strategies, policies and plans; *measuring the impact; *segmentation; *the implementation programme; *customer loyalty and continuity; *transparent marketing, customer value and process management; *customer knowledge management; *technical systems and data management; *managing good and bad customers; and *establishing ROI and satisfying the board. Based on worldwide research into CRM supported by IBM, Up Close & Personal? brings together the work of four leading experts in the field: Gamble, Stone, Woodcock and Foss.
Professor Merlin Stone is one of the UK's most experienced consultants, lecturers and trainers in CRM, database marketing and customer service. His consulting experience covers many sectors, including financial services, utilities, pharmaceutical, retailing and IT. He is the author of 30 books on marketing and customer service, and is a Visiting Professor at Brunel, Portsmouth and Luton Universities. Paul R. Gamble runs his own consultancy working in international and relationship marketing, information services strategy and knowledge management. He is an Emeritus Professor at a major British University and is the author of many marketing books. Neil Woodcock is a co-founder of CMAT (the global customer management assessment and benchmarking tool). Neil works with large public and private enterprises all over the world helping them find more efficient and effective ways to manage and engage stakeholders. He has co-authored several business books including two Kogan Page titles, The Customer Management Scorecard and Customer Relationship Marketing. Bryan Foss is Customer Loyalty Solution Executive with IBM Global Financial Services and works primarily with key insurance and financial services companies globally. He is co-author of Customer Relationship Marketing (Kogan Page) and author of the Financial Times' CRM report.