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| ROI Driven CRM |
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About the Book: This comprehensive guide takes the mystery out of measuring the ROI of expensive CRM programs. It provides an integrated approach to measuring key components of a CRM program--including technology investments. Readers can cost-justify expenditures, measure the profitability of individual CRM efforts, make necessary adjustments to increase profits, and demonstrate how CRM investments add to a company's bottom line. Key Features: Shows how to select the best CRM technology to execute a company's CRM strategy.Defines the ROI model including data, metrics, benchmarks, and time frames.Provides a marketing and operational plan to achieve the ROI goal.Determines if measurement requires a pilot approach--and defines the pilot.Identifies the factors contributing to--or preventing--ROI achievement. About the Author(s): Debra Field is a consultant to a wide-variety of companies covering complex CRM and technology optimization issues. She speaks regularly about CRM optimization at numerous key industry conferences including the National Conference of Direct Marketers and the Direct Marketing Association. Ms. Field holds a Masters in Management and Technology from Rensselaer Polytechnic University, is an Instructor in the highly regarded Information Age Marketing Program at Bentley College, and has been widely published in industry literature.
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