Realizing the change to an outside-in perspective with CRM

Customer Relationship Management (CRM) involves aligning business processes with customers and integrating them into the value-added process. The goal is profit-oriented and lasting customer loyalty. To enable internal project managers and external consultants to achieve these goals together responsibly and efficiently, this book serves as a practical helper, provider of ideas, and guide.

The structure of the chapters reflects the course of a project from the first analysis of the current situation to the definition of the target and finally to the planning and integration of the project. This enables a stringent, targeted, and effective handling of all tasks that arise. Scientific standards and current trends are combined with best practices and practical, everyday tips from the experience of many projects, including international ones.

From A for analysis to Z for satisfaction

This book provides all the necessary basics for everyday decisions and practical implementation:

• The structure resembles an imaginary project progression and covers all topics around the basics, problem identification, alternative actions, preparatory IT measures, and implementation of a CRM project.

• All content is objectively described and compared in terms of advantages and disadvantages, promoting knowledge-based decisions that are appropriate to the situation.

• The content is cross-project and geared to international projects, making the book a comprehensive guide for projects in start-ups, medium-sized enterprises, and corporate groups.

• The contents support technology-based CRM projects as well as organizational or strategic issues.

• Based on the author's more than 15 years of project experience, common hurdles and pitfalls are addressed, making it easy to avoid both wrong strategic decisions and problems in day-to-day operations.