`Began browsing... and felt like a CRM guru by the end of the day! Unputdownable!' - Amrit Kiran Singh, VP and Area Director, Brown Forman Eurasia and Africa
Written in an accessible and user-friendly style this book discusses the beginnings of customer relationship management (CRM) using India as an example of an expanding `customer care' service provider and analyzes the growing need for better customer understanding to build successful enterprises.
It focuses on an integrated approach to CRM and the tools required for practising it, including: database management; call centres; customer relationship management technologies; and soft skills/communication.