Customer-orientation, customer-centricity, and customer
relationship management (CRM) are not new concepts or practices.
But information technology has unleashed tremendous opportunities
in dealing with a customer and in creating value to the customer.
And yet the majority of CRM investments and initiatives fail
because firms do not have the appropriate orientation to serving
the customer. The principal aim of this book is to get the reader
to think about th firm and the way it conducts its business in a
certain way--with a customer focus.
It is now becoming clearly evident that all firms compete on
service. Providing superior service becomes a prerequisite for any
differentiation strategy to succeed. To provide superior service
for a competitive advantage requires a concrete understanding of
what service-orientation means. This orientation, in the form of
frame of mind, is essential for the firm to take advantage of
opportunities and to address the challenges so as to gain a
competitive advantage. For excellent service firms, the challenges
and opportunities in providing services are a constant endeavor.
For others, these challenges and opportunities are not that
obvious. A complementary aim of this book, therefore, is to instill
into the reader the principles of managing services.
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