tailieunhanh - CRM Fundamentals

Many of you reading this book are about to embark on the journey of implementing customer relationship management (CRM) software within your organization; some of you are completely new to CRM, while others have been through a CRM implementation with varied success. This book was written to provide business leaders and stakeholders with a practical playbook that spells out an approach for a successful CRM project and program. People often think that success with CRM starts and ends with purchasing the current popular application in the market; however, no matter the application (even with all of its cool bells and whistles), you still need to have the hard. | THE EXPERTS VOICE IN INFORMATION TECHNOLOGY CRM Fundamentals Scott Kostojohn Mathew Johnson and Brian Paulen Apress CRM Fundamentals Scott Kostojohn Mathew Johnson Brian Paulen Apress CRM Fundamentals Copyright 2011 by Scott Kostojohn Mathew Johnson and Brian Paulen All rights reserved. No part of this work may be reproduced or transmitted in any form or by any means electronic or mechanical including photocopying recording or by any information storage or retrieval system without the prior written permission of the copyright owner and the publisher. ISBN-13 pbk 978-1-4302-3590-3 ISBN-13 electronic 978-1-4302-3591-0 Trademarked names logos and images may appear in this book. Rather than use a trademark symbol with every occurrence of a trademarked name logo or image we use the names logos and images only in an editorial fashion and to the benefit of the trademark owner with no intention of infringement of the trademark. The use in this publication of trade names trademarks service marks and similar terms even if they are not identified as such is not to be taken as an expression of opinion as to whether or not they are subject to proprietary rights. President and Publisher Paul Manning Lead Editor Jeffrey Pepper Technical Reviewer Tom McKinnie Editorial Board Steve Anglin Mark Beckner Ewan Buckingham Gary Cornell Jonathan Gennick Jonathan Hassell Michelle Lowman James Markham Matthew Moodie Jeff Olson Jeffrey Pepper Frank Pohlmann Douglas Pundick Ben Renow-Clarke Dominic Shakeshaft Matt Wade Tom Welsh Coordinating Editor Jennifer L. Blackwell Copy Editor Kim Wimpsett Compositor Bytheway Publishing Services Indexer SPI Global Artist SPI Global Cover Designer Anna Ishchenko Distributed to the book trade worldwide by Springer Science Business Media LLC. 233 Spring Street 6th Floor New York NY 10013. Phone 1-800-SPRINGER fax 201 348-4505 e-mail orders-ny@ or visit . For information on translations please e-mail rights@ or