"...Where
the potential rewards are so high and the consequences of getting
it wrong are so dire, this CD should be an essential resource for
every business-man or woman...
Sir
John Harvey-Jones MBE
Former Chairman of ICI and
the BBC's renowned "Troubleshooter"
“...
The statistics on Customer Relations are both compelling
and well known. 20% of all customers usually contribute
60 - 80% of the profit and 20% of the customers cause loss
of profit. It costs 5 times more to take on a new customer
than service an existing one, and increasing customer retention
by 5% can increase profitability by 25 - 85%...
This is where the CRM Master Key comes
in and why I am so glad to be able to say a few words as
a Foreword.
It contains an encyclopedia
of information and clear thinking which will enable any
business of any size, from the large to the small, to gain
the maximum practical advantage from the CRM technology
available…
Where the potential rewards are so high
and the consequences of getting it wrong are so dire, this
CD should be an essential resource for every businessman
or woman..."
"The
CRM Master Key has proved an invaluable and comprehensive
reference document and planning tool for the Abbey National
Business (ANb) CRM programme. Its logical and modular structure
has enabled the programme team to quickly understand key
CRM concepts, target areas where the most business benefit
can be gained and avoid common pitfalls.
The checklists and templates are well thought
out and have been useful as both planning and communications
tools.
Of particular
use in today's tight financial climate is the "Costing
and Justifying CRM" section. This enabled the team
to challenge and redefine the original business case, identifying
"quicker wins" previously not included or planned.
This has ensured that "buy-in" to the programme
from senior stakeholders has been maintained".
Tim Platt,
CRM Programme Manager,
Abbey National (Business Division)
"Business
Link is an organization by which the Department of Trade
& Industry helps small and medium sized enterprises
grow. As a consultant specializing in their marketing, sales
and customer service needs, I know that their IT budgets
and resources are usually very limited. I have evaluated
the CRM Master Key at length and think it is a very cost
effective and easy to use solution. With it, I think they
could achieve much faster project progress, a significantly
better return on any CRM software and end up doing a great
deal more with CRM.
Given the low success rates
CRM projects normally have, its many practical techniques
and templates for successful CRM would be quite invaluable.”