Recommended CRM reading

Print Action, May 2003

Practical Guide To CRM: Building more profitable customer relationships

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Author Janice Reynolds explains how to use CRM tools to increase customer loyalty, revenue, and profitability. This book guides readers in using CRM to integrate all channels of customer contact from the internet through field sales into one system, and linking CRM tools with sales partners both up and down the supply chain.

Relational Enterprise: Moving beyond CRM to maximize all your business relationships

Authored by Kenneth Carlton Cooper, president of Cooper-Comm management consulting firm, the book attempts to show readers how to unify current programs and systems into a cohesive whole. The text is based on field research into enterprise relationship management by Cooper-Comm and PeopleSoft.

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Seven Power Strategies for Building Customer Loyalty

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Professor at the Marriott School of Management Paul R. Timm, Ph.D provides theoretically-based tactics, rather than generic tips on CRM. Complete with self-evaluations and exercises, the book explains how to understand customer turnoffs and recover potentially lost customers.

The Customer Differential: The complete guide to implementing customer relationship management

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In her book, Melinda Nykamp looks at CRM as more than a business buzz word. Using real-world case studies she shows how to implement a four-step planning process to ensure a successful CRM initiative and measure the impact of a current CRM model.

CRM at the Speed of Light

With chapters on top CRM vendors, sales management versus CRM and sales force automation, this book starts from the beginning and moves to the more advanced theories of analytical CRM. Author Paul Greenberg explores key elements of this business strategy.

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