Customer Relationship Management

Every customer is an individual with a choice. The role of Customer Relationship Management (CRM) is to ensure that each first-time buyer becomes an ongoing client, and every client a self-perpetuating advocate of your business.This book explains the elements of CRM and how to establish an integrated customer relationship-oriented approach in your organisation.

How, in a word, to become a business where every customer's need is not just provided for but anticipated.